The internationally recognised flying kangaroo trademark of Australia’s international airline adorns the tail of each aircraft and clearly provides a strong link when applied to those things associated with the corporation. Extending the brand thinking beyond the trademark and embracing the company’s positioning line of ‘the spirit of Australia’ gave way to increasing the brand and brand story’s visibility.

The nature of the company’s activities provided a unique way of viewing the country. Aerial views from 35,000 feet were the inspiration for every aspect of the aircraft interiors and on the ground lounge programme. By extending operational budgets into brand building budgets, things that to this point had only functional purpose, also became powerful brand storytellers.