Qantas casts NASA’s Mars Rover in new Frequent Flyer campaign

Sydney | Published on 30th May 2013 at 9:58

Qantas has been given permission by NASA to use its Mars Rover ‘Curiosity’ in a new campaign for its Frequent Flyer program.

A replica of the car-sized rover will feature in television, outdoor, social media and digital advertising in a campaign designed to encourage over 9 million Frequent Flyer members to discover the full potential of the program.

CEO of Qantas Loyalty, Lesley Grant, said Curiosity was chosen because she symbolises the spirit of exploration – including a clear link to travel.

“The Frequent Flyer program is vast, particularly in terms of all the different ways to earn and use points,” said Ms Grant.

“Curiosity was the perfect choice as a way to engage our members in a discussion. She carries the simple message that there are lots of parts of the Frequent Flyer program and a bit of exploring will help make the most of them.

“We are thrilled that NASA has given us permission to make the association with their Mars Rover for the campaign and to build a motorised replica,” added Ms Grant.

Qantas has developed the campaign with its creative agency, Droga5 (opens in new window). The campaign was shot in outback Australia and in Sydney’s CBD, with Curiosity driving through the shops of several program partners as well as airports.

Scheduled to run in the near future, the campaign will highlight existing and new parts of the program, including the recently-announced Qantas Cash – a pre-paid function on new Qantas Frequent Flyer member card that enables members to transfer money onto the card and use it for shopping at over 35 million locations.

Latest figures show that redemptions by Frequent Flyer members rose by 7.8 per cent in March compared to the same time last year.