Qantas Proactive Corporate Comms
Mango won the Qantas business in 2011 with a singular brief – Stop Kiwis thinking of Air New Zealand as their first choice, and instead make them think Qantas when they think travel.
Mango introduced a blend of corporate communications, crisis management support, consumer PR, promotional activity and events. Far and away the main bulk of Mango’s time is executing corporate communications and issues management. Mango works as a spoke, connected closely to the full corporate communications hub in Sydney.
Impact: Corporate communications of the Qantas-Emirates partnership.
Mango is the New Zealand PR team assisting in one of Qantas’ biggest announcements: the new partnership with luxury airline, Emirates.
A major partnership of this scale involves government approval, regulatory agreement, stock market involvement, tightly managed media relations and the marriage of two major corporations. Which means it was a highly complicated and at times convoluted process with a number of national and global stakeholders.
As a result, Mango worked incredibly closely with Qantas’ Corporate Communications team in Sydney and local Marketing team in Auckland to ensure that accurate and detailed information was disseminated in a highly coordinated manner to key business and trade media at each stage of the partnership process. This included:
- Facilitating one-to-one media interviews between leading NZ business
- journalists and the key international spokesperson for Qantas
- Managing strict embargos and a series of media releases
- Ensuring New Zealand trade, business and consumer media were made aware of specific effects and benefits of the partnership on the local market as it relates to their sector
Messaging and communications were particularly important for the New Zealand market as the government delayed approval of the partnership for many months after Australia was granted the official right to progress the partnership.
Following government approval in June, Mango worked with Qantas Corporate inviting key stakeholders and press to an elegant evening at the Auckland Art Gallery when details about the partnership were shared.
Since the announcement Mango has worked with Corporate to ensure a flow of information relating to different aspects of the partnership, including scheduling, frequent flyer benefits, in-bound and out-bound tourism benefits are communicated accurately and tailored to the New Zealand market.