Adverts are the most important means for a corporation to pass information, promote their services valid for their customers. A good case presents itself in an advertisement 'Feels like Home,' aired by the Qantas Airline of Australia. The advertisement affected all the parties connected to the airline differently, having both a positive and negative. The advertisement was the corporation's way of taking matters into their own hands. These responses started since Qantas Airline has been on the decline after the Australian Federal government eased regulation governing all the operations and the establishment of other airline services in the country.
Qantas Airline launched 'Feel like Home' advertisement to maintain their consistency by appealing to their loyal customers to use their services and inspire others to seek their traveling services by showing emotional clips and speeches from their customers. The advertisement meets the cooperate interests will be missing the major parties involved with their services; workers and customers. Despite the commercial advert having initial positive responses, it started receiving huge backlashes when the Australian Workers Union started addressing huge problems the corporation was facing for over ten years. The company has been regularly laying off employees due to higher competitors like Qatar Airline. Most of Qantas customers started complaining of lack of rewards for their loyal customers, the people who the advertisement addressed. Finally, the advertisement's timing was poor since the company was still strategizing while amalgamating their business strategies while downsizing to become effective.
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'Feel like Home' advertisement brought out the company's success and weakness, providing them with constructive criticism and means of changing for the better. The advertisement showed that the company has a larger base of loyal customers who are familiar with the brand. Also, Qantas was over-reliant on government policies while having little to no innovations.
Qantas Airlines has long-lasting traditions favorable to its customer as an identity while employing loyalism as their image, which involves having many loyal customers traveling with them. Corporate representatives tried exploring their image of loyalism without offering anything substantial, resulting in a backlash advertisement. Qantas having loyal customers is an important aspect of their identity that they could explore when creating an advertisement with a tweak. The tweak would be airing of longtime deals for their longtime customers and also for their new customers. Applying this strategy will help cushion the company from losing more customers and help gain those lost.
Reference
Baumann, C., Bretherton, T., Sarina, T., & Taksa, L. (2017). Facing Some Home Truths: Brand Backlash and the Case of Qantas. SAGE Publications Limited.
