Working on the most recent stats that suggest only 40% of Americans hold a valid passport, Qantas has launched a novel new digital campaign offering US travellers a USD$135 discount, or the cost of a US passport, off their next ticket to Australia.
The airline’s ‘Not Your Typical Airline’ campaign has already launched in the US, and is timed to support the arrival of the new Qantas 787 Dreamliner. Other components of the campaign showcase the Great Barrier Reef and Uluru as well as Australia’s unique hiking trails, outback water holes and native animals, explaining that Australia also offers not your typical vacation experience.
“We want to make this process easier and offer our American customers US$135 off the price of their fare, essentially covering the cost of a new passport,” said Qantas Chief Customer Officer Olivia Wirth.
“As Australia’s national carrier we are proud and excited to share all that Australia has to offer – and with this campaign we are keen to help boost tourism to our cities, towns and regional areas at the same time.”
In the year ending June 2017, 753,000 US visitors arrived in Australia, spending a total of $3.7 billion during their stay, up seven per cent on the previous year.
Just over a third of US travellers visit up to five regions when travelling to Australia, following food and wine trails, exploring coastal areas and spending time experiencing Australia’s native animals and wildlife.
To redeem the discount, US customers can visit qantas.com/passport and enter the promo code ‘PASSPORT’. The offer is available to all US citizens irrespective of whether they hold a passport. The offer is valid until 28 November 2017 for all ticket classes on flights originating in the US to Australia booked on qantas.com.
12016 valid passports in circulation (including passport cards): 131,841,062