Qantas today launched the second series of films in its Feels Like Home brand campaign. The series builds further on the first series launched in November 2014, and the simple concept of what the national carrier has been doing for almost 100 years – bringing people home.
The new films will be released to Qantas Frequent Flyer members and Qantas employees today, Friday the 6th of November, via digital channels on Saturday the 7th of November and on television from Sunday 8th November, 2015.
The second series tells the story of the Shelper family as they journey home with Qantas. The stories of different members of the family are told as they reunite with their loved ones for a celebratory lunch on the verandah of the family home.
Filmed in New York, regional Victoria, Sydney, Longreach and Brisbane, the series also highlights the reach of Qantas’ international, domestic and regional network and also features Qantas employees.
Qantas Brand Marketing and Corporate Affairs Group Executive, Olivia Wirth, said the second series builds on the first Feels Like Home campaign and of Australia’s emotional connection with the airline.
“Qantas has a unique place in the lives of many Australians. With this second series we wanted to evolve the story of homecoming by focusing on one family and telling the stories of each of the family members.
“The story of the Shelper family, of siblings living in different part of Australia and the world, is a very real one for many Australians.
“The anticipation, the joy and emotion felt when journeying home is powerful and for many Australians that sense of homecoming starts the moment they see Qantas’ red tail or step on board.
“Again this is the spirit we wanted to capture with this second series – it’s a spirit that taps into the heart of what Qantas has been doing for almost 100 years,” she added.
The individual stories of the Shelper family are familiar Australian stories; Tony and Pat, 73 and 74, are parents to Kath, Christy, Phil, Anna and Brendan.
Kath travels often for work, Christy is staying in Brisbane, Anna lives on a property in regional Victoria, Phil is based in Sydney and Brendan now lives overseas.
The longer 120 second film tells the whole story of the Shelper’s reunion, while the four 60 second films tell the story of each of the siblings who are travelling home; Kath, Christy, Anna and Brendan.
The homecoming stories are again told against the musical backdrop of Randy Newman’s song, Feels Like Home sung by young Australian singer, Martha Marlow.
Neil Lawrence, Creative Director of Lawrence Creative Strategy, worked with Qantas to develop the first Feels Like Home campaign and was also the creative director of the second series. The team from Lawrence Creative Strategy continued his work and vision, taking the second series to launch.
Managing Director of Lawrence Creative Strategy, Tanya Jones, said Neil was passionate about bringing to life the story that many Australians share.
“Neil’s vision was to tell the story of homecoming in a very authentic way.
“He was committed to using real people, telling real stories and capturing real emotions felt when returning home and being united with loved ones.
“He was also very proud to be working with Qantas and showing the unique role Australia’s airline plays in people’s lives.”
The Feels Like Home campaign will be seen on television, cinema, outdoor, in print and online. The theme of the campaign will also be reflected through in-flight announcements as well as communications to Frequent Flyers and to Qantas employees.
Further details on the production elements of the campaign and links to the second series of films in Qantas’ Feels Like Home campaign are available in the fact sheet.
Please click here to view the 2 minute Feels Like Home film
Please click here to view the fact sheet.