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Twitter impressions in four weeks


unique viewers


of Qantas' total annual website traffic in just 10 days


Studies show that Australia is at the top of Americans' bucket list. But despite being Australia's national carrier, Qantas was losing its position as Americans' go-to airline for the trip. The brief was to raise awareness and consideration of Qantas amongst Americans who dream of a holiday in Australia.

The initial scope of the project was to create a standard banner campaign using existing assets only. However, recognising there was a bigger PR opportunity, dentsumcgarrybowen collaborated across Planning, Creative, Account Management, Production and with partner agency Haystac to redefine the brief and pitch an altogether different approach to Qantas.


By analysing data from the U.S. State Department, dentsumcgarrybowen found a key local insight that no one in the travel business was talking about: there are less than 135 million valid U.S. passports in circulation, which means that 3 out of 5 Americans don't have one. So dentsumcgarrybowen decided to help more Americans travel to Australia with Qantas, by giving them a free passport.

'The Passport Take-Off' launched on Facebook and Twitter with a video featuring a real-life Qantas pilot inviting Americans to get themselves a passport "on us". All they had to do was book a flight to Australia at and enter a promo code to get the full cost of a new U.S. passport taken off their ticket.


Our campaign reached over 11 million unique viewers through earned PR alone, with headlines across local and international media, including Forbes, Mashable, Daily Mail, Esquire, MSN, Yahoo, Der Standard and International Business Times.

The campaign was supported by targeted digital banners, EDMs, social posts and PR.

Over 17.4 million Twitter impressions were generated in 4 weeks, reaching 9.5 million users. And in just 10 days, received over 20% of its total annual website traffic.


dentsumcgarrybowen is a global creative agency delivering idea-led brand transformation at scale. This new entity brings together Dentsu and mcgarrybowen to form a world-class creative powerhouse that now spans 33 locations in 24 markets. dentsumcgarrybowen delivers creative expertise and innovative global solutions for clients, applying big platform thinking to bring ideas to life and deliver world-class creative solutions to meet consumer touchpoints and work across geographies, cultures, and channels. It gives us great pride to work with the world’s most iconic companies, including Ajinomoto, American Express, Asahi Breweries, Canon, Disney, Hershey, Kao, Marriott, Shiseido, Subway, The Coca-Cola Company, Toyota, and United Airlines.

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