Qantas - you're the reason we fly

After flying back from the USA a little over 2 weeks ago on a Qantas plane, I was convinced that Qantas was the official sponsor for the London 2012 Olympic games. The use of the Australian athletes in the safety videos led me to believe that Qantas was not only the major sponsor of the Australian team, but also they were the official partner of the Olympic games.

Qantas’s new ad campaign “you’re the reason we fly” has been unleashed just in time for the Olympic Games.

Qantas have ambushed the Olympic Games with this campaign and the ‘QF2012’ logos, making consumers think they are associated with the games, when in actual fact they are not the official sponsor of the event.

Ambush marketing is "a planned attempt by a third party to associate itself directly or indirectly with the Olympic Games to gain the recognition and benefits associated with being an Olympic partner", (http://www.taylorwessing.com/download/article_ambush.html)

The use of the athletes competing in sports associated with the Olympic games generates the questioning of the association and partnership that is portrayed. It creates a strong emotional appeal to viewers and sends a message that we need to support our athletes.

The new ad campaign is seen as ambush marketing, however it is a powerful way to get the Qantas brand recognised worldwide and reinforces that anything is possible.

I like the new advertising campaign and the way Qantas have associated themselves as the official sponsor of the Australian team. After watching that campaign and viewing the safety videos on the Qantas planes, I would believe that they are the major sponsor of the Olympic games.

What do you think of this campaign? After seeing the video would you assume they are the official sponsor of the Olympic Games?