Out of Office Travelogue

Case Study

Challenge and Strategy

Qantas, Australia’s national airline, wanted to find a new way to inspire travel within its increasingly younger audience.

Their research shows that tips from friends and colleagues are the highest driver for people choosing their next holiday. Qantas saw an opportunity to inspire travel using the one email people are guaranteed to send when they’re on holiday: their out of office reply.


The Qantas Out of Office Travelogue – The out of office reply powered by your Instagram photos.

Using the Qantas Out of Office Travelogue, Instagram photos tagged with #qantasoutofoffice populate a user’s out of office auto-reply email in real time.

In a world-first use of Instagram’s API, we turned the humble out of office email into a unique, personalised Travelogue that inspires travel, and allows recipients to book flights directly from the email.

The Qantas Out of Office Travelogue created an innovative new media channel, social sharing platform and sales tool for one of the world’s biggest airlines.


With zero media spend…

Over 10,000 Out of Office Travelogues shared to date

Over 10 million organic social reach

100 million media impressions online, worldwide

Official global endorsement from Instagram

Creation of a new digital sales channel

Creation of a new user generated content platform for Qantas


“A unique and clever platform” – Instagram

“The automatic reply message just had a fabulous upgrade.” – Lonely Planet

“A pretty clever way to make your friends and colleagues jealous.” – Gizmodo

“Is this Qantas’ best idea ever?” –

Set up your Out of Office here: