While the instinct to help Qantas may be strong, Australia's leaders need to make sure it knows the difference between a carrier that needs a bit of temporary help and an Alitalia.
Airline seats are the new battleground for aviation flash and Qantas' investment in improving the designs and experience of flights primarily headed to Asia shows where its priorities lie.
Tourism expanded globally, airlines and rental car companies faced consolidation, guidebook brands were sold off, and travel tech got better: We don't expect these major stories to disappear in the next year and plan on covering where they lead us just as carefully.
Qantas frequent flyer program is one of the biggest money earners for the airlines, so even if it went through a lot of effort to create this ad, it may reap enough benefits if it gets the message across.
While the first month is of concern, it is still very early days in this groundbreaking long haul tie-up. If May continues in this downward way, then it should raise some flags.
In addition to Qantas’ growing alliances, the Australian airline will also reap the benefits of global airline mergers as US Airways and Tam move to join oneworld in the coming year.