What has stuck with me was how the crew reacted when my son developed a hitherto unknown pain coming home from an overseas trip. They were fantastic, getting assistance from a doctor passenger, right down to organising an ambulance , keeping tabs on our luggage and rescheduling our domestic flights home. I tell you, having a knowledgeable Aussie crew with a familiar accent was very reassuring in those conditions . When something like that happens it’s a real comfort to have people like that about! (And I’m sure if I was Chinese and had a similar problem, I would appreciate being able to have my fellow countrymen around supporting me, - in case I ruffled the feathers of the PC brigade). So yes I believe they do market themselves as
a caring Aussie airline because to us because they easily demonstrated that. ( and the same caringness was displayed when on another trip, our plane was rescheduled due to mech problems)