THE CHALLENGE
Qantas and Tourism Tasmania wanted more Australians to consider Tasmania’s West Coast, known as the Western Wilds. Its rugged landscapes and isolation offered a compelling reason to visit: the chance to properly switch off. We needed to show what that could feel like.
THE IDEA
Qantas Flight Mode. We took Xavier Rudd, Marny Kennedy and Taj Burrow to the Western Wilds and confiscated their phones for five days. Without notifications or feeds to check, they could spend time together, explore their surroundings and have some time to themselves.
HOW PEOPLE ENGAGED
Before leaving, all three announced they were switching off with a social post under #QantasFlightMode. We then captured their experience, creating a suite of content for Qantas and Tourism Tasmania’s owned and paid channels, including Qantas’ in-flight experience. Audiences followed their trip and saw what five days away from their phones could offer.
THE RESULTS
The campaign brought the Western Wilds to audiences through social, paid media and the in-flight experience, giving this often-overlooked region a clear reason to be on their travel list. A place to switch off, with plenty worth paying attention to.
