Debuted brand ambassador program to an audience of 269 million through celebrity filled red-carpet affairs
Australia’s premier airline sought to debut Miranda Kerr as Qantas’ newest brand ambassador during Australia Week 2012.
Position the supermodel as the new Qantas Ambassador at celebrity filled red-carpet events in Hollywood, increasing awareness for the Qantas brand within the US market and positioning the airline as a favorite amongst celebrities and industry influencers.
Resulting media coverage reached an audience of more than 269 million, with a total PR value of $7.5 million. Key feature coverage ran on sites such as People.com, InStyle.com, NYPost.com and NYMag.com, with valuable broadcast coverage on Extra TV.