Qantas Airways & John Travolta
Qantas Airways and Brand Ambassador John Travolta
Statement of Problem
Qantas Airways contracted PR Worx to handle their brand ambassador, John Travolta’s PR arrangements and engagements while he and his wife, Kelly Preston were in South Africa during their 2010 Soccer World Cup™ visit.
John is not only their brand ambassador at large; he is also an employee of the airline. The challenge, however, was that PR Worx was only given two weeks lead time before John was due to arrive.
Statement of Opportunity
Not only was this a great opportunity to showcase John but it also provided the opportunity to educate the South African media on the Qantas Airways brand and their presence within the country.
The trip was not merely about John being in the country but about his involvement with Qantas and the Australian Socceroos (their soccer team).
A press conference was held at Lanseria Airport as John piloted his own Boeing 707 Qantas branded aircraft to South Africa.
The second media event held was a motivational rah-rah session with the Qantas Socceroos where he prompted them to Diski-dance with him!
Finally John and his family visited the Nelson Mandela Children’s Fund where they spent the morning with the kids and handed over a cheque to the charity on behalf of Qantas.
During the three day event, media were not only kept up to date with John’s whereabouts but were also given press releases, fact sheets and photographs related to the events.
Information packs were also sent to all media who were unable to attend any given event.
There were over 190 local and international media vying for his attention over a three day period, including print, broadcast and electronic media.
During the three-day media campaign, we generated over 60 print articles, over 100 television and radio inserts, and more than 150 online clips in South Africa alone.
The PR value, through publicity generated for Qantas Airways, amounted to over R10 million worth of free media exposure, giving Qantas a 25,000% (twenty five thousand percent) return on investment.