Australia’s premium airline is recognised globally for an impeccable safety record, supported by service that reflects the ‘spirit of Australia’. 8,500 cabin-crew act as global ambassadors for Australia and the Qantas brand. They are required to communicate the Qantas brand, culture and values whenever they interact with passengers and other Qantas staff and stakeholders.

BrandCulture were engaged to develop a series of environmental graphics and commence implementation of branded environments that reflect the Qantas brand values externally, and the internal values behind the cabin crew workforce.

Setting a precedent for future staff experiences on a global scale, Qantas has plans to fit-out all their staff lounges over the next few years with LondonT5 terminal underway in 2009.

After a successful Wayfinding system was implemented at the Sydney cabin crew base, BrandCulture were then engaged to develop a series of branded environments to communicate the Qantas brand values and cabin crew service pillars, with integration of the customer service brand pillars: responsible, engaging, intuitive, caring & exceptional, BrandCulture created a visual language for Qantas cabin-crew throughout pre-flight lounges worldwide. Sydney, Perth and London T5 have been completed with more locations in line as refurbishments are rolled out. This new approach to environmental branding reflects Qantas’ commitment to their staff and development of the internal perceptions of this premium brand.

First & Business Brand

Early in 2006 Qantas launched  ‘In the Zone’ to govern service standards and crew interaction with passengers. This incentive was soon identified as having an economy service focus and it was realised that a differentiator was needed for First & Business customers.

BrandCulture was engaged to create a separate brand experience for First & Business customers and to deliver to their level of customer expectation. The tagline ‘Where the experience is everything’ became the primary messaging for the campaign and is always seen in conjunction with the well-understood ‘First & Business’ qualifier. Guidelines were set established for the application of this new brand on print collateral and digital usage. The monthly ‘Source’ magazine and current staff on-line training tools were all aligned to support the launch. BrandCulture developed a cohesive environmental brand experience in staff bases across Australia, New Zealand, Asia and Europe.

Excerpt from the Qantas website 9.8.09

Qantas was founded in the Queensland outback in 1920. Registered originally as the Queensland and Northern Territory Aerial Services Limited (QANTAS), we have built a reputation for excellence in safety, operational reliability, engineering and maintenance, and customer service.

Today, Qantas is widely regarded as the world’s leading long distance airline and one of the strongest brands in Australia. We also operate subsidiary businesses including other airlines, and businesses in specialist markets such as Qantas Holidays and Q Catering.

Read more: Qantas