Qantas is ‘doing a collab’ with politics and pop-culture site Junkee.com (Sound Alliance) to bring a mobile-site travel guide to hip 18–35 year-olds. The mobile-site goes by the name AWOL and hints at a new marketing direction for this demographic; to reconsider Qantas as not being too expensive for them.
The venture is supported by research conducted by Sound Alliance, Australia’s leading youth content publisher. The research suggests a major shift in what young people value, from material items to experiences, with travel and music experiences featuring at the top of the list.
Qantas is keen to shift this age group’s perception and make its offering more accessible. To be fair, when you do the math, with baggage, a drink and a meal included on Qantas domestic flights, that cheap flight to Melbourne you got on sale with that budget airline, really isn’t all that different in price to any daily flight with Qantas.
@rossborden and the @matadornetwork's #matadrone hovers 440ft over Sayulita, Mexico. #goneawol A photo posted by AWOL (@awol_aus) on
AWOL also has its own Instagram (#goneawol), Facebook and Twitter accounts filled with travel tips and hit-lists for the coolest cities around the globe. Think ’10 Best Sandwiches in San Francisco’, ‘The Actual Country Of Belize Is Now On Tinder’ (and they’re giving away trips via Tinder – I mean really, you can’t get more in touch with your demographic), ‘You Can Rent This Giant Cave In The Blue Mountains’ and ‘This Amphibious Caravan Is Also A Houseboat’. Basically, the kind of stuff Millennials froth on.
We already know Australians are among the world’s biggest travellers. We love adventure and new experiences. AWOL is here to guide you along your next adventure, be it in your own backyard or on the other side of the date line.
You’ll get stories from some of Australia’s and the world’s top young writers and you can expect the content to be image and video heavy. Inspiring readers to ‘get off the grid’, going AWOL is all about seeking new and exciting adventures. Check in regularly, with an expected four to five articles to be published a day. Just like us (hint hint)!