Qantas has appointed Droga5 ANZ to lead the creative development for its Project Sunrise launch campaign, following a competitive pitch process. Qantas noted that multiple agencies submitted strong responses. Qantas will also continue to work with a roster of agency partners across its broader brand and marketing activity, with this appointment specific to Project Sunrise and not impacting existing relationships.

The appointment is the next phase in bringing Project Sunrise to market, with the initiative set to deliver the world’s longest commercial flights – connecting Australia’s east coast non-stop to London and New York from next year.

Danielle Keighery, chief brand and corporate affairs officer, Qantas Group, stated, “We are pleased to confirm the appointment of Droga5 to lead the creative development for our Project Sunrise marketing campaign. We are one step closer to the world’s longest commercial flights, connecting the east coast of Australia non-stop to London and New York from next year. The Droga5 team brought genuine strategic depth and creative excellence to the process. We continue to work with a roster of talented agencies on a project basis across our brand and marketing work for both the airline and the loyalty business, and that won’t change.”

Project Sunrise reflects growing demand for long-haul, point-to-point travel, building on the success of Qantas’ existing non-stop routes from Perth to London, Paris and Rome, which the airline says continue to deliver some of the highest customer satisfaction scores across the Group. The new ultra long-haul services will enable non-stop travel from Australia to almost anywhere in the world, beginning with routes linking the east coast to London and New York. The aircraft will also feature a premium-heavy configuration, with more than 40% of seats allocated to premium cabins.