Articles

Qantas Airline Builds Engagement Through Content Marketing

by Fusion 360 Studios Digital Marketing Specialists

Finding 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.

 

This example goes to show just how powerful content marketing can be. In the case of Qantas, engaging people with articles and stories about travel is as clever as can be, given the fascination with international travel shared by so many in the millennial generation. Whether in Utah or even in another country, advertisers have the opportunity to engage their target audiences in ways never seen before — with new improvements in technology on the way, the future for advertising will certainly be intriguing.

Hayden Ratliff writes for Fusion 360, an SEO and content marketing agency. He writes for many other clients as well. Follow on Twitter

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About Fusion 360 Studios Innovator   Digital Marketing Specialists

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Joined APSense since, February 2nd, 2015, From Salt Lake City, United States.

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