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Issues
In early 2002, actor and licensed jet pilot John Travolta approached Qantas Airways about a possible relationship in light of his longstanding, genuine, specific interest in the airline. After deciding that Travolta could serve as an "ambassador-at-large" for the airline, his role was developed to assist Qantas on a range of employee and brand-building initiatives, the first being a global tour to encourage people to cross borders, rekindle friendships and make new friends. In summer 2002, B|W|R and Ogilvy Public Relations Worldwide Australia pitched and won the Qantas Airways and John Travolta "Spirit of Friendship" Global Tour. B|W|R would be responsible for the Los Angeles kickoff event and New York return press conferences; each of the other eleven press conferences throughout the world were organized and managed by the Ogilvy PR office in that respective city.

Challenge
The theme preferred by the client—a "Spirit of Friendship" world tour—well reflected the brand's "Spirit of Australia" slogan, but did not present a strong reason for Travolta's round-the-world jaunts.

Insight
With the rejection of concepts that wove in stronger elements of philanthropy (often essential to attract coverage), the team honed in on the opportunity of Travolta the Aviator, turning his private passion into a more public role.

Strategy
Since we felt that Qantas on its own would only draw a specific type of media such as aviation and business publications, we used John Travolta and the relationship between him and Qantas as the enticement to entertainment and international press as well as wire services and major market newspapers. Further, B|W|R stressed that the announcement was a "unique global initiative" with intrinsic newsworthiness.
Campaign
Among our activities in support of both bi-coastal events, B|W|R: