Qantas is often referred to as The Spirit of Australia, and not without reason. It is not only the second oldest airline still operating in the world, but also the largest airline in Australia operating in the domestic as well as international sectors.
Though its main bases are at Sydney and Melbourne, the airline operates many flights out of Singapore, Auckland, Los Angeles and London. After its privatisation in 1993, this airline has been one of the most profitable in the world - and that is really saying something, considering how so many reputed airline brands are suffering and bleeding.
The airline’s reputation is such that this logo is recognized the world over, and important global events such as the Olympics, World Cup Soccer as well movies like Rain Man have only served to further entrench this brand into the subconscious of many of its fans all over the world.
It is not surprising that Australia’s national soccer team, the Socceroos, always fly Qantas and are also very proud ambassadors of the brand. Soccer is a high-visibility sport and with the World Cup just over, many brands including Qantas have gained a lot of exposure and have benefitted in terms of brand recall. Despite the rather below-par performance of the Socceroos in bowing out of the World Cup quite early, and not making it to the group stage, it can be said that brand Qantas has surely not taken a beating.
Qantas has been major sponsors of the Socceroos and many senior players, including the current captain Lucas Neill, have been very strong brand endorsers. It is positive news that the captain has shown no indication of retiring from the game and wants to lead the Socceroos through the transition period of inducting new talent into the team as preparation for the next World Cup, as well as for other important events like the Asia Cup, which they would love to win.
The Socceroos do take great pride in representing Australia and would not want to give up just because of this setback in the World Cup. To that extent, they are pretty similar and epitomise the brand they so passionately endorse as without these sterling qualities of perseverance and total dedication to customers, brand Qantas may not have survived for so long.
Qantas, by holding on to the main shirt sponsorship of both the rugby as well as Socceroos teams of Australia, are doing their bit in enabling continued visibility of the brand.
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