Qantas launches second leg of its New Zealand ‘Moments That Matter’ campaign via True
Following last year’s campaign, 115,000 New Zealanders flew Qantas to visit their family and friends in Australia, an increase of 8 per cent on the previous year. This year, the airline was looking for a new story that tapped into the connection Aussies and Kiwis share.
Lucinda Sherborne, Head of Strategy, True: “We needed to remind Kiwis that Qantas is more than an airline that takes us from A-B; it’s how we’ve stayed connected across the Tasman for decades, for all the moments that matter.”
Like last time, True started looking for real stories. And they found the perfect one with Taranaki grandmother Fi. Starting in the 90s, she was separated across the Tasman from daughter Tracy and granddaughter Abi. But over the decades, they stayed connected thanks to Qantas.
The main ad was directed by Liv McClymont from Supernormal, “I loved this script from the moment I read it – Fi, Tracy and Abi’s story felt instantly relatable. It’s about love that transcends distance, and the small, everyday moments that often hold the deepest meaning. Bringing that authentic intimacy to screen was a real privilege.”
Matt Heays, Creative Director, True: “Telling a decades-spanning story was a challenge from a production perspective, but Liv and the team from Supernormal found plenty of smart ways to bring the story to life. It’s beautifully directed and really reminds Kiwis of how long Qantas has been a part of our lives.”
Michael Gulliver, Qantas Regional General Manager New Zealand and Pacific Islands: “It has been a great year for Qantas in New Zealand as we continue investing in this market, with our new Auckland to Adelaide and Perth routes taking off in the coming months, increased summer capacity and our new Auckland Lounge opening soon. But at the heart of everything we do is enabling these authentic connections between New Zealand and Australia.”
“This campaign brings to life what we see every day, families choosing Qantas not just for a flight, but to be there for life’s most precious moments. Fi’s 30-year journey with us represents thousands of similar stories of Kiwis who trust us to connect them with the moments that matter most.”
The campaign features a new version of Just the Two of Us, recorded via Franklin Rd – a duet featuring Cherie Mathieson and Ruby Coley – and is running on TV, digital, and cinema, supported by outdoor.
Agency: True
Production Co: Supernormal
Music: Franklin Road
Post: Moves
Colour: Commotion
Media: OMD
Client: Qantas
Jodie Teaken – Global Head of Airline Marketing
Melissa Janeczko Nash – Senior Manager, International & Trade
Emily Rose – Regional Marketing Manager