Integrated launch of new A380 for Qantas takes to the big screen

The Challenge

Launch the Qantas A380 in the UK and attract journalists and key partners. Direction from Sydney was to have an event at Heathrow onboard the A380 on the weekend when it first arrived in the UK.

From our experience in the sector we knew that the press would not attend a Heathrow event for a niche non-UK carrier. A Heathrow-based event was further limited by redevelopment work and tightened security measures. It also depended on the new A380 being available and not delayed by weather or other issues.

The Liquid Way

Our solution was to create a wow experience that the target audience would want to attend and talk about afterwards.

For the world’s largest passenger aircraft we chose to create a truly big experience on the UK’s largest cinema screen, London’s iMax,

Guests explored an exhibition showing the new onboard experience with fully working seats. This was followed by an iMax-style film, completely enveloping the senses with the new Qantas A380 onboard experience. The film highlighted Qantas’ many years of experience in long-haul travel and presented their new A380, with its interior designed by iconic product designer Marc Newson, as a return to heyday of glamorous air travel when long distance travel was something to look forward to and relish.

Activity included:
•    Pre-event stereoscopic direct mail to journalists
•    Pre-event email invite to key partners
•    Advertising wrap of the outside of the venue
•    3D and graphic design creation of an interior exhibition
•    Creation of a 20 minute original film with extensive use of CGI
•    6 events across 2 days including a CEO lunch and press breakfast
•    Supporting product and A380 onboard photography

Liquid Results

75% response rate to direct mail.
Film transferred to DVD for use by Qantas sales staff