Qantas

Out of Office Travelogue

Case Study

Challenge and Strategy:

The Qantas Out of Office Travelogue is the out of office reply powered by your Instagram photos. It came about due to Qantas’ aim to inspire and facilitate travel – particularly for young Australians.

Knowing that tips from friends and colleagues are the highest driver for people choosing their next holiday, Qantas, Australia’s national airline, saw an opportunity to inspire and facilitate travel in a whole new way.

Idea:

The Qantas Out of Office Travelogue is the automated out of office reply powered by your Instagram photos. In a unique combination of email and Instagram, we turned boring out of office emails into personalised travelogues.

In real-time, a traveller’s Instagram photos tagged with #qantasoutofoffice populate their out of office email, turning it into a unique and dynamic direct media channel, which in turn drives sales through links to booking.

The Qantas Out of Office Travelogue, like all innovative platforms, has huge potential to grow beyond its initial stages, and in this case to become a highly profitable channel for the airline.

Results:

The Qantas Out of Office Travelogue is an active and ongoing media and sales channel for Qantas and continues to drive travel inspiration and bookings.

Within a month of launching, with zero media spend, the Qantas OOOT achieved:

  • Over 10 million people reached organically via Social Media
  • Over 100 million online media impressions worldwide
  • Over 10,000 Out of Office Travelogues shared to date

The Qantas OOOT was also globally endorsed by Instagram.

Source: Google Analytics, Brand24

Quotes:

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

“A unique and clever platform.” – Instagram

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

“Is this Qantas’ best idea ever?” – news.com.au

Set up your Out of Office here:

http://qantasoutofoffice.com