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Close ties between Hollywood and aviation date back many decades. The more recent trend of actors as formal brand ambassadors helps align the airline brand with the star’s persona. With the right selection of stars, it’s an association which can really pay off.

Qantas has announced a partnership with Hugh Jackman to promote Australia as a destination.

The award-winning actor will become the official global ambassador for the airline, and will also work with Qantas on community projects in Australia, the details of which the airline will reveal in the near future.

Jackman is one of Australia’s most successful and highly regarded performers with a career spanning 30 years, in film and on the stage, including his role as Wolverine in the X-Men films, the stage show “The Boy from Oz,” the film adaptation of the musical Les Misérables, and the soon to be released fantasy film Pan.

“I travel a lot and like all Aussies, I get a buzz whenever I see the familiar red tail and the kangaroo logo, no matter where I am in the world,” says Jackman. “Qantas is great airline with great people and represents the very best of our wonderful country. Qantas has always had a vital role in promoting Australia as a tourism destination and I’m looking forward to playing my part as we work together to showcase our amazing cities, landscapes and experiences in the US., Asia and beyond.”

Jackman also expressed support of Qantas many community initiatives and causes. “It’s inspiring to see an Australian company stand up for causes that make a difference and I know it’s something that the Qantas team and its employees are really passionate about.” Jackman will work with Qantas on projects that promote education, work, and help Australian’s reach their potential. “I will also be working directly with Qantas employees to build on the fantastic community work they already do and I can’t wait to get started later this year.”

Jackman’s selection as Brand Ambassador for Qantas follows Etihad Airway’s selection of Australian Nicole Kidman as the face of its Reimagined campaign, and Emirates Airlines’ recent announcement of Jennifer Aniston as its Brand Ambassador.

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Tags: airline branding, airline marketing, qantas

Photo credit: In his role as Qantas' new brand ambassador, actor Hugh Jackman will promote Australian tourism and support the airline's social initiatives. Qantas

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