Qantas Airways, Australia’s flag carrier, has embarked on a new brand campaign in the North American market. Through the ‘Australia in the Sky’ campaign, Qantas is celebrating 70 years of flying to North America.
The airline continues investing in new aircraft and routes servicing the United States, including the Project Sunrise non-stop flights set to take off between Sydney and New York in 2026. Qantas has also increased its capacity to the US to meet growing demand with direct flights from Melbourne – Honolulu (launched in May 2025). Moreover, it is the only carrier to operate A380 services with First, Business, Premium Economy, and Economy cabins between Australia and the US.
Petra Perry, Qantas Group Chief Marketing Officer, said the ‘Australia in the Sky’ campaign was designed to share the spirit of Australia with the North American market as more travelers consider a holiday down under. “Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we want our customers to feel like they’ve started their holiday in Australia from the moment they set onboard a Qantas aircraft.”
Perry pointed out that it’s easier than ever for US travelers to take a break in Australia. “Throughout our long history of flying to North America and the rest of the world, we’ve always been incredibly proud to share what makes Australia so unique on a global stage.”
Baz Luhrmann, Academy Award-nominated writer, producer and director who created the airline’s latest campaign said that like all Australians, he feels a great deal of pride in Qantas. “The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey,” he shared. “When you’re on Qantas you’re not waiting to get to Australia, you’re already there.”
Chris Hemsworth, the Thor actor who is an Australian, did voiceovers for the campaign. He said he has spent a lot of time traveling on long-haul flights. “I find such comfort stepping on a Qantas plane because it immediately feels like coming home.”
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