In 2012 Qantas was the Official Airline to the Australian Olympic Team, but not an IOC Olympic Games sponsor. The challenge set was to fully leverage their team sponsorship whilst remaining within the spirit and regulations of the IOC and AOC.
We created 'QF2012 LONDON'.
The campaign elements included recruitment and management of 15 athletes (13 Olympic and 2 Paralympic) using them in athlete and event based content for Qantas owned in-flight entertainment and media platforms. Nationally, we developed and installed aerobridge posters and hanging banners, staged experiential activations and community based activities, and combined athlete themed retail and trade promotions with incentives and sales.
Additionally, a new in-flight safety video was created using some of our higher profile athletes.
In addition to providing invaluable support to 15 Australian sporting heroes, research confirmed Qantas as the top sponsor of the London Olympic Games despite only being the Official Airline to the Australian team.
With a cumulative reach in excess of 50M the campaign won Gold in the 2012 Australian Olympic Team Inspiration Awards, awarded by AOC in recognition of Excellence in Sponsorship Leveraging.