Qantas is synonymous with journeys, so we staged an epic 9-day journey around Australia, following Qantas’ flight routes.

To invite people to take part in our journey, we tapped into the growing social phenomenon of Instameets, hosting a series of real-world meet ups where Instagrammers captured what #FeelsLikeHome meant to them and shared it with the world.

Our Instameet was first to span an entire nation, covering more than 7.6 million square kilometres, as we held nine consecutive events in each of Australia’s capital cities, along with a special stopover in Uluru.

Our epic journey started on the shores of Perth and ended with a big birthday celebration in Sydney Harbour.

We recruited five of Australia’s most popular and inspiring photographers on Instagram to help host our Instameets and engage with the Instagram community, encouraging them to attend our events and share photos using our campaign hashtags.

We used Instagram to drive the campaign and spread awareness, mapping our journey onto a dedicated campaign microsite that aggregated photos from each Instameet and housed campaign information.

A range of digital and social channels, from Facebook to PR, amplified campaign awareness and encourage online and offline participation.

Each of our Instameets provided attendees with unique photo opportunities. Along our journey we met amazing people who turned storms into beautiful photos, captured the stunning work of Australian artists and shed light on their city’s hidden secrets.

Without any paid media spend the Qantas Instameet reached over 5.8 million Instagrammers, through word of mouth, PR and the organic reach our host Instagrammers and event attendees.

Spots for our ticketed Instameet events were claimed within days of release. 740 people attended our Instameets across the country, including prominent Instagram photographers with tens of thousands of followers.

More than 1,700 incredible photos were shared during the campaign, amassing over 500,000 Likes.

We even had three passionate community groups hold their own Qantas Instameets in smaller cities and towns, including one on the Sunshine Coast.

Best of all, we connected everyday Australians with Qantas in a genuine way, and celebrated a 95 year old legacy through a contemporary medium.