PLAY were tasked with developing a campaign to highlight Qantas' support of the Arts and increase exposure of Qantas' Arts sponsorships.
Based on the insight that the air travel experience can be monotonous, unpredictable, stressful and uninspiring, we wanted to create a memorable experience that would uplift consumers and show that Qantas and their partners had the ability to bring artistic magic, inspiration and entertainment to the air-travel experience.
A pop up exhibition toured airports, commemorating Qantas' 50 year relationship with The Australian Ballet. The exhibition showcased assets from existing performances, comprising of tutus, tiaras and pointe shoes. In the Sydney and Melbourne Qantas lounges, guests were 'surprised and delighted' with impromptu performances of well known Opera classics by Opera Australia. As well as this, to support the campaign, PLAY developed ticket giveaway promotions on both Opera Australia and The Australian Ballet's Facebook pages. In addition to this, PLAY were asked to create a number of creative assets to assist in the promotion of Qantas' Arts sponsorship program.