Semiotics is the study of signs and symbols within a cultural context, and its application is particularly useful when looking at advertising to ensure that brand communication expresses the most compelling narrative.
The use of semiotics to decode airline advertising can be particularly revealing, because often, national airlines position themselves as the “voice of a nation”. As such their narrative should accurately reflect the nation’s most contemporary values. Qantas’ advertising becomes an interesting case in point.
Qantas’ current brand campaign “Feels like home” was designed to re-build an emotional connection to an iconic brand. Qantas had experienced some particularly tough challenges in the preceding years that had tested the loyalty of even its most strident supporters. Axing routes, taking on the unions, and even grounding the entire fleet had gone a long way to diminish the brand’s stature and trust.
By metaphorically welcoming us back home from wherever we find ourselves in the world, “Feels like home” gave us a warm hug, immersing us in the safety and comfort associated with the familiar. The campaign also works on a functional level via an employee focused “working hard for you” campaign.
But does a focus on coming home to Australia limit Qantas’ potential? Qantas has always been about capturing the “spirit of Australia” and one could argue that focusing so intently on the return journey does not fully represent a more modern, global and forward looking Australia. Nor does it reflect our well-known love affair with traversing the globe.
National airlines tend to be flag bearers of the values of a nation, so what would people from outside Australia think of a brand campaign whose primary premise is “welcoming home” Australians? It has the potential to come across as somewhat defensive, and at worst, overtly parochial in the eyes of an Asian market that already views Australia as less open than it once was.
Australians have had to be outward looking, and have always been a nation of explorers, regardless of life stage or generation. Australia’s geographic position has encouraged many Australians to go and gleefully discover the world. Australians are renowned to be eager travellers, planning the next trip on the back of the last. So why focus on the return journey? The part of the journey we least enjoy.
Air New Zealand and Emirates have recently launched campaigns that position both brands as the enabler at the start of a great journey, building more upbeat associations with the brands. They are tied to the energy and excitement of the outward journey, rather than the relative melancholy associated with arriving home.
British Airway’s “Today Tomorrow” showcases innovation in travel, showing how brands can celebrate their heritage while creating a new future.
Delta Airlines takes it to the extreme using an actual takeoff, voiced by Donald Sutherland, as a metaphor to demonstrate their role in helping people achieve the American dream.
SAS Airlines enthusiastically and humorously encourages individuals to think about the possibilities of what could be and embraces that spirit of discovery and openness to what the world can offer.
As an icon and national carrier Qantas has the ability to influence and participate in the broader cultural conversation. After successfully reconnecting with Australians, and refreshing its brand identity earlier this month,now seems to be the right time for Qantas to embody a more contemporary Australia and like other icons, give a greater purpose to the journey.
Qantas’ current focus on nostalgia also runs the risk of ignoring major cultural shifts happening today in Australia, which other brands have cleverly captured.
Many iconic Australian brands have tapped into and are supporting a sense of progress and optimism, encouraging consumers to move forward and think global. It would be naïve to think that everything is perfect but Australia’s current political, economic and technological position puts us at the frontline of modernity.
Our push to successfully move from a resource-based economy to a smart economy is captured by ANZ in its “Your world your way” campaign
As Australians we are also striving for experiences; there is a renewed focus on exploring new places, cultures and experiences at a speed and frequency never seen before. Hahn Super Dry embraces this new Australian mindset with the “Experience Collector” campaign
Even Australia’s “national” telecommunications company has made a very clear move to recognise the Australia we’re becoming with their most recent “Thrive on” without a hint of nostalgia
While the Queensland University of Technology campaign demonstrates the ease at which we now live and work across Asia, positioning Australia as an integral part of a larger, connected community, where national borders have become increasingly blurred.
Personally, I’d love to see Qantas better reflect the outward-looking nature of Aussies. To better capture their adventurous spirit, their innate sense of optimism and the country’s undoubted growing degree of self-confidence.
After successfully helping people fall in love with it again, Qantas has an amazing opportunity to be a more contemporary and inspiring voice of a nation, shifting focus away from “coming home” and tapping into the energy and excitement of taking off and getting out there.
Remi Couzelas
Planner
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