Well if we're going to do this, what exactly do we want?
We need some pretty exact demands, but which take into account QF's / VA's financial positions (free F flights for life just ain't going to happen). We'd also need to know how many of those things we are willing to give away and / or how we can frame them in a positive light for the airlines.
What is our stick?
We need something we can tangibly take away from airlines, keeping in mind many here are rusted on QF / VA flyers. Without the stick they are never going to listen to us in the first place.
What is our carrot?
We also need something to offer the airline in return if they do follow through with this, ultimately they would want to see additional BIS / more money, how would we provide that for them? This is the thing which makes them decide that it's a good idea.
Remember that the best lobbying will attempt to get a win-win scenario happening.
Finally, given we're in a two horse race here in AU, it'll be a bit more of a battle than elsewhere in the world. "We know you have your choice of airlines" doesn't quite fly here.