I thought the first ad was better than this one because of the more interesting landscapes (and countries featured.)
I love farmers and rural residents but it is not typical for most of us to live inland - about 80 to 85 per cent of us live on the coast, and mostly in cities of above a million people, with the conurbations of Sydney and Melbourne unusual worldwide in how they together have about four in every 10 of our country's residents.
The ad won't do anything to change my preferences in which airline I use. However presumably the research tells airlines that they have to continue to buttress an emotional attachment to their company that is felt by a percentage of the population.
While domestically QF is the market leader in terms of passenger numbers, on a combined basis about two in every three international passengers do not fly QF, JQ or partner EK. Excluding EK, the QF group's international market share is under 30 per cent, although it may be higher in terms of Australian citizens - there is no publicly available research on the latter.
Many of us have a perception that on price or quality and occasionally both, a number of international airlines beat QF hands down. Asian airlines not run by QF can be a standout with respect to quality and often competitive on price, plus they win hands down on flight frequencies. Consider the SQ versus QF frequencies between MEL or SYD and SIN, our most popular non-Tasman international routes. SQ wins hands down and having travelled recently on Scoot, it was ahead of JQ.
While it remains a huge investment in routes to make and could not happen overnight due to QF not having the aircraft (or staff), the company continues (in terms of QF metal) to treat MEL as grossly inferior to SYD in terms of international routes, yet Melbourne is growing faster than SYD and only 500,000 people smaller, plus Melbourne now attracts hordes of international students and a growing number of business and leisure visitors.
