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2017 One Show - Social Media

Qantas Out of Office Travelogue

Agency The Monkeys / Sydney + Qantas / Sydney

Client Qantas
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Annual ID

OS_SM17069M

About the Work

Tips from friends and colleagues are the highest driver for people choosing their next holiday. Qantas saw an opportunity to encourage travel using social media and user-generated content; and the one email you’re guaranteed to send on holiday: your out of office reply. Qantas combined this automated email with Instagram, to create the Qantas Out of Office Travelogue, a real-time travelogue that updates with your latest Instagram photos tagged with #qantasoutofoffice. In seconds, users could sync their Instagram and email to create a personalised Travelogue that inspires travel and allows engaged recipients to book flights directly from the email, thus creating an innovative social sharing platform, new media channel and sales tool for Qantas. Results: With zero media spend… Over 10,000 Out of Office Travelogues shared to date Over 10 million organic social reach 100 million media impressions online, worldwide Official global endorsement from Instagram