Qantas has launched a print campaign justifying structural changes within the company, following the announcement that it will be cutting 1000 jobs from its workforce.
The campaign features full page ads in major newspapers such as The Australian Financial Review and The Australian, and claims that changes are needed for the company to remain profitable.
The advertisements address how the company is “Building a stronger Qantas” by investing in new aircrafts and lounges, lowering costs and competing in new markets.
The print campaign is being rolled out as Qantas announces it has doubled its full year net profit to $250 million, due to strong performances by its frequent-flyer, Jetstar, freight and Qantas domestic units.
The campaign does not specifically address a proposed private equity bid or the potential job losses that are in conjunction with the changes.
Despite the advertising campaign being rolled out by Qantas, an Essential Research online poll has shown that almost half of Australians have given the thumbs down to Qantas' restructuring plan.
Speculation of a $3.5 billion-plus takeover bid of Qantas, four years after an $11 billion takeover collapsed at the 11th hour, has been rife. Qantas chief executive Alan Joyce denied the company has been approached in relation to a take-over.
The print campaign reiterates Joyce's opinion on the proposed take-over saying: “Some things will never change. We'll always be an Australian company, owned by Australians, with the vast majority of our operations based in Australia.”
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