Cannes Lions

The Passport Take-Off

BWM DENTSU, Sydney / QANTAS / 2018

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Studies show that Australia is at the top of Americans' bucket list. But despite being Australia's national carrier, Qantas was losing its position as Americans' go-to airline for the trip. By analysing numbers from the U.S. State Department, we found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don't have one. So in order to help more Americans travel to Australia with Qantas, we gave them a free passport. All they had to do was book their trip at and enter a simple promo code to get $135 - the full cost of a new U.S. passport - taken off their ticket.


'The Passport Take-Off' launched on Qantas' Facebook and Twitter pages with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport "on us". All they had to do was book their trip Australia at and input a promo code. The social videos were supported by EDMs, targeted digital display banners and PR. The campaign ran from October 19th to November 28th 2017.


Our campaign quickly made headlines across local and international media including Forbes, Mashable, Daily Mail, Esquire, MSN, Yahoo, Der Standard and International Business Times.

Earned reach: 225 million

Earned media value: US $1.3 million

EDM open rate of 29.14% (versus 20.69% travel industry average 2017)

20% of Qantas' total annual website traffic in 10 days

Bookings to Australia increased by 158% year-on-year.

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