Qantas
Rebuilding trust, one word at a time
A new chapter
Qantas isn’t just an airline – it’s the Flying Kangaroo, the true Spirit of Australia. But after a few turbulent years, that spirit had faded. Detailed insights from Sprout Strategy revealed trust had been broken, and Australians felt increasingly disconnected from a brand they once loved. The warm, reassuring voice Qantas was famous for had gone quiet – it was time to find a new way forward, and a new voice had to lead the way.
From silence to strength
It wasn’t about reinventing Qantas’ voice. It was about rediscovering what made it iconic in the first place. Research showed that while Qantas still owned the Spirit of Australia, it no longer embodied it. To rebuild trust, the brand needed to feel connected, proud and progressive. By focusing on these core values, we helped Qantas move away from corporate-speak and reconnect with genuine warmth, relatability, and optimism.
A voice that feels like home
We came up with three voice traits: Genuine, Relatable and Positively Inspiring. To bring this voice to life, we didn’t just write guidelines. We made sure every Qantas team member could speak it confidently. We delivered over 20 tailored training sessions for over 300 employees across the airline – from Marketing and Customer Service to Qantas Loyalty and Trade. Even the pilots were trained on how to bring the Spirit.
Epilogue
The Spirit of Australia is now spoken with confidence – and with a unified voice. The training sessions instilled a renewed sense of pride among Qantas employees, with many feeling more connected to the brand’s values. Qantas has found its voice again: stronger, clearer and ready to lead the next chapter.
