Qantas FF TV advertisement

[Melburnian1]

I don't watch an enormous amount of free-to-air television but tonight in Melbourne during the Channel 7 1800 hours news there was a (30 second?) ad for Qantas' FF program.

Companies like to promote their wares, and this highlighted '20 million seats' (available) if my brief look at it was correct.

However it's surprising QF feels the need to pay for advertising, unless it's worried about recent negative publicity such as a recent article in 'The Australian' by Robyn Ironside that questioned whether there was any 'point' in still collecting FF points. Perhaps it's also at least slightly concerned that recent changes (highlighted in another AFF thread) haven't always been well received?

QF dominates domestic air travel in Oz. Its FF scheme has about 16 million members IIRC. This includes inactive ones, a figure understandably never publicly released, even though Qantas is an ASX-listed company. (Nor does VA release statistics on inactive members).

FF advertising seems a waste of shareholders' funds given QF's comfortable domestic duopoly position. Supermarkets, insurers, banks and food and drink manufacturers and retailers would love to be operating in a duopoly like the two major domestic airlines.

 

[ChrisMars]

Anticipating the RBA imposed fee change on credit card and all negative consequences on the program?

 

[bam71]

I’m running with someone in PR/Communications who had a budget to spend …

 

[SeatBackForward]

FF advertising seems a waste of shareholders' funds given QF's comfortable domestic duopoly position.

But they have to continue to sell the dream that everyday shopping will have you flying in business class. If people knew the realities of the program (without the reinforcement of false promises) they'd start turning sceptical and not use merchants selling points.

 

[justinbrett]

Velocity Means Fast?

QFF has advertised for decades. Coca Cola advertises. McDonalds. Apple.

This is how big corporations behave - even if they're the market leader. The Coke/Pepsi analogy is apt here, as while QFF is the leader, Velocity has a significant market share - like Pepsi. Coke still feels the need to advertise.

 

[MEL_Traveller]

FF advertising seems a waste of shareholders' funds given QF's comfortable domestic duopoly position.

Advertising isn’t just about attracting new business. It also has a purpose to make current customers feel good about the product they have, and affirm their decision to keep buying or using it. ‘it’s the biggest, it’s the best, it is a premium product, and i’m a member’.