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’.

 

[Cloud9]

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’.

Making real frequent flyers feel good about Qantas.

We call it Stockholm Syndrome, in my neck of the woods.

 

[elanshin]

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.

Best way to look at it is Coca Cola. There's really "no need" for them to keep advertising as the most recognisable drink in the world. But they continue to do so and if anything invest more in it.

It's to constantly just be at the forefront of people mind. "I exist" is basically half the reason if theres no new promotion or information. I'm sure there's experts that have done studies and analysis on this, but its also subliminal messages and brand recognition. See a brand enough times and you'll default to it because you feel that you "know " the brand better. Try it the next time you're in the supermarket and look at the chocolate aisle. See how you think about some relatively unknown niche specialty chocolate vs Cadbury (yes you can hate Cadbury, but you'll still recognise it and have an understanding of it, where as you might completely skip the unknown because you just have no recognition and awareness of it).

 

[Seat0B]

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’.

Well I guess QF advertising "millions" of award seats does not fill the bill - as most people seem to be having trouble getting the reward seats they want - according to the article in the Australian on Saturday gone, even a P1 can't get seats (although he was looking for 4 in J).

 

[MEL_Traveller]

Well I guess QF advertising "millions" of award seats does not fill the bill - as most people seem to be having trouble getting the reward seats they want - according to the article in the Australian on Saturday gone, even a P1 can't get seats (although he was looking for 4 in J).

i have no problems finding economy seats. maybe The Australian isn’t the demographic?

 

[elanshin]

Well I guess QF advertising "millions" of award seats does not fill the bill - as most people seem to be having trouble getting the reward seats they want - according to the article in the Australian on Saturday gone, even a P1 can't get seats (although he was looking for 4 in J).

I'd argue that this is not the general public even today. I suspect the majority of the general public may not even have a QFF account or have minimal interactions with QFF.

 

[Ansett Nostalgic]

Well I guess QF advertising "millions" of award seats does not fill the bill - as most people seem to be having trouble getting the reward seats they want - according to the article in the Australian on Saturday gone, even a P1 can't get seats (although he was looking for 4 in J).

The millions of award seats are on JQ flights domestically most likely

 

[SYD]

The millions of award seats are on JQ flights domestically most likely

As others have said, there’s generally no shortage of whY seats on QF metal (and don’t forget partners, and dare I say CR+…).

Of course, we’re mostly interested in premium seats and that’s still pretty dire on popular routes.

 

[Ansett Nostalgic]

As others have said, there’s generally no shortage of whY seats on QF metal (and don’t forget partners, and dare I say CR+…).

Of course, we’re mostly interested in premium seats and that’s still pretty dire on popular routes.

Depends when you ask - I have an upcoming international redemption via SYD and there's no QF at all, only JQ Y options for MEL-SYD!