A 10-year old boy wrote a letter to Alan Joyce, the CEO of Qantas airline, asking Joyce for
advice about starting his dream to start his own airline. Joyce wrote the young
CEO back a thoughtful letter which quickly received a lot of traction on Twitter,
with over 42,000 likes and retweets within the first 24 hours. Additionally,
the story was picked up by many of the major news outlets where the brand
gained further exposure.
Aside
from Joyce looking like a great guy and making the young boy’s day, the letter
was able to spread a tremendous amount of awareness about the brand in an extremely
positive light. Many of the replies indicated how
highly they thought of the brand for its actions. Below are some of the
comments.
The second,
perhaps more hidden angle, was that Qantas was able to use the letter as a cleverly
disguised ad to reinforce its positioning. The letter mentions Qantas
commitment to passenger safety and gives a plug for their new non-stop route
from Australia to London. It is perhaps cynical to think that the brand only did this from the PR benefits and exposure, but it would be naive to think that Qantas did not consider the added benefits.
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