Qantas 2018


Qantas partnered with Digital Media Management to increase awareness of its unique Qantas Explorer Fares program, which makes travel to Australia easy and affordable for millennials.


Digital Media Management leveraged its creative community and content production resources to create a 3-part campaign comprised of multiple branded elements, along with a strategic paid media overlay.

Part 1: Influencer Content

DMM cast and managed 4 social influencers to travel to Australia and document their trip on their digital platforms. The influencers captured content in different lifestyle categories such as food+wine, adventure+wildlife, beaches+islands, and city+culture. They posted daily Instagram stories, timeline posts, and a recap video at the end of their trip.

Part 2: Explorer Microsite / Sweeps + Quiz

DMM created and hosted a branded microsite, where all the Influencers’ content was featured and more information could be found about Qantas and its Explorer Fares program. The microsite was also home to a Sweepstakes and a fun travel quiz to generate new customer leads.

Part 3: Promotional Social Assets

Qantas tapped into DMM’s digital studio team by creating a series of static and stop-motion graphics to promote the Sweepstakes on its own channels and through paid media.


The campaign generated a reach of over 3.4 million people with a blended paid media CPM of $3.73, driving over 38,000 clicks, and leading to 41,000 entries to the Qantas Explorer Sweepstakes. DMM managed the entire 3-month program from casting the influencers/content-creators, to the creation of the web site and associated promotional social media assets, to a comprehensive campaign recap report.