Qantas begins its Dreamliner pitch

With the first of its new Boeing 787-9 Dreamliners now operating in Australian airspace, Qantas has begun the task of selling its new flagship in the lead-up to its deployment on long-haul international routes.

The carrier last month celebrated the arrival of the first of eight new Dreamliners amid much fanfare at Sydney International Airport. Dubbed Great Southern Land in a national naming competition, the aircraft will initially operate on domestic routes before its deployment on services from Melbourne to Los Angeles from 15 December. As others are delivered, the 787 will launch non-stop Perth to London flights in March.

Qantas chief executive officer Alan Joyce (pictured with the first 787 in Seattle) has already confirmed the new aircraft will be deployed on services from Brisbane to New York via Los Angeles, and has hinted at other possibilities in the future such as Perth to Paris.

But for now, the national carrier is channelling efforts into a large-scale advertising to introduce the Dreamliner. Focussing on the airline’s people, it is a continuation of a series profiling employees such as pilots, engineers and cabin crew.

Qantas Chief Customer Officer Olivia Wirth said the campaign celebrated the dawn of a new era.

“It was important to feature real Qantas people as they offer an authentic passion and excitement for the arrival of the 787 Dreamliner,” Wirth said. “The look on their faces when they see the Dreamliner for the first time says it all.”