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Qantas will attempt to build bridges with its new campaign, “You’re The Reason We Fly“, after a difficult year. The airline’s tagline is also changing to “The Spirit of Australians” to underscore its focus on people. It is shunning TV for its launch, instead relying on social media, print, digital and outdoor.

ABT: The campaign will include the airline’s biggest ever social media push, which will include emblazoning the names of thousands of Australians onto the side of a Qantas Airbus A380 and Boeing 737. People can submit their name at the new website, and also upload a photo which can appear in online and TV ads.