Qantas Airline Builds Engagement Through Content Marketing
by Fusion 360 Studios Digital Marketing SpecialistsFinding
new ways to reach out and engage audiences may seem more difficult than ever
before. As brands continue to research innovative tactics and ideas, some have
found that traditional campaigns are simply not working. Content marketing has
become an important strategy in reaching out to the public, and a big-time
airline is taking advantage.
From Utah
to the East Coast, marketers in the United States have been trying to engage
the ever-coveted millennial target market. The buying power of this demographic
is unlike any other, and so is the effort to reach them. Qantas Airlines — a
major Australian-based air carrier — has been taking notice of the power
inherent in the millennial generation. In terms of content marketing, Qantas
has been making strides by embracing its online travel publication, known as
AWOL. The Australian site features articles and advertisements from different
brands; the website is completely digital and can be accessed both in Utah and
Australia.
AWOL
appears to be an innovative site. An article from news website Skift mentions
how AWOL is available on social media and Qantas’ website. It also talks about
the uniqueness of the site. It mentions how most airlines have an in-flight
magazine that enhances the brand, but AWOL takes that experience out of the
plane and into just about anywhere. This idea is very innovative in the world
of content marketing; Qantas can now produce articles and engage the public
through its own exclusive digital platform.
From Utah
to Australia, this publication has given Qantas impressive levels of success
thus far. Skift mentions that the main focus of this strategy is to build
relationships with consumers. The article also mentions the current results: “There
are already signs it’s working: Boundy said that in her most recent studies,
intention to fly Qantas has gone up 50 percent among people aged 18 to 34 who
have read the site.” Brands in other industries would be wise to take note of
this success story. Engagement is possible through a little innovation and hard
work.
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Created on Dec 31st 1969 18:00. Viewed 0 times.