The saga of #qantasluxury

23 11 2011

photo credit Simon sees

I am always fascinated by how new media (Facebook, Twitter etc) is driving old media (newspapers, television and radio news) these days. And none has been as entertaining as the saga of the Qantas Luxury hashtag. This has been a massive PR fail for Qantas. And I love a good PR Fail. No-one does a PR fail on the same scale as Qantas.

A quick recap for those who may have been living under a rock over the past few months.

Qantas is in dispute with a number of unions over wage and job security negotiations. Basically the Qantas CEO Alan Joyce says that for Qantas to be competitive in the international marketplace they need to take jobs off-shore and they need wage rates that are more like those in other countries (specifically Asian countries) rather than the Australian wage rates currently enjoyed by staff. He may be right, but awarding himself a 71% pay rise (no that is not a typo) to a package of around $5million whilst crying poor for the airline was not a great PR move.

A quote from Twitter:
Captain PIREP: #qantasluxury @QantasAirways – the 5 Million Dollar Man is the luxury QANTAS can not afford. http://www.pirep.org/forum/viewtopic.php?t=13033&start=45

However, a few days after receiving the pay rise he then unexpectedly grounded the entire airline citing “safety reasons”. National bad press aimed at the annoyance caused by staff and unions became instead worldwide condemnation in international media aimed at Qantas. Hard to see a win here. Rumours circulated that Qantas’ cheaper sister airline, Jetstar, had received a memo three days earlier informing them that this was going to happen. This did not improve the press.

As a result of the shut-down, the Australian Government decided to step in and refer the industrial dispute to the Industrial Relations Commission for resolution, demanding that Qantas get its planes back in the air. After seeking clearance from the Civil Aviation Authority (which wanted assurances that the airline which formerly cited safety concerns, was now miraculously OK to fly), they were back in business – CEO Alan Joyce blamed the unions for the inconvenience, an excuse which seemed like avoiding an apology. The Industrial Relations Commission gave the parties 21 days to find a resolution and outlawed any further strikes and industrial action by the staff and unions. Presumably that was the outcome Alan Joyce had been seeking in his high-price game of brinkmanship. (Meanwhile in the US, a Harvard University student called Alan Joyce was inundated by tweets from irate Qantas passengers, and dealt with them with humour and patience. Qantas could learn something here.)

My previous posting on this saga is here.

So now for the update. Unsurprisingly, they did not manage to come to an agreement within 21 days, and the dispute is back in front of the Industrial Relations Commission who will make a decision. Potentially not a win for either party.

However, Qantas, realising it has created its own massively negative PR campaign, has taken steps to improve its image in Twitter-land. It launched a competition using the hashtag “Qantasluxury””

QantasAirways: To enter tell us ‘What is your dream luxury inflight experience? (Be creative!) Answer must include #QantasLuxury. TCs http://www.qantas.com.au/travel/airlines/twitter-a-touch-of-qantas-luxury-terms/au/en

Prizes were Qantas PJs and a toothbrush. (Note to Qantas – Singapore Airlines give away toothbrushes and bedsocks with every flight) This less than a month after they inconvenienced passengers all over the world.

Hmmmm…..well, tweeters didn’t really need to be encouraged to be creative! This is now the number one trending hashtag in Australia, and not in the way Qantas had hoped. Tweeters have used their creativity and come up with a remarkably wide range of mocking tweets, videos, articles and other ephemera, as well as airing every gripe, complaint and annoyance they may have ever had about Qantas.

John Dean : I want some tips from the social media coordinator of Qantas because that #QantasLuxury tag is booming.

Tommy__MTommy :RT @prebenvision: #QantasLuxury using a platform they have absolutely no knowledge of for promotional purposes and have it blow up in…

One of the most amusing (and popular) is this one:

And of course, the massive FAIL of the #Qantasluxury campaign has reached mainstream media. Part of the issue (apart from the pathetic prizes, lack of acknowledgement about recent issues and the impact they have had on their customers) is the timing. Again, this was pulled out within days of the Qantas pay dispute being referred back to the Industrial Relations tribunal, just over three weeks after they decided to ground the airline worldwide without giving passengers any notice. Someone at Qantas has a seriously poor sense of timing.

Danae Sinclair :#qantasluxury doesn’t look like a hash tag #fail to me – too much amusement & discussion to be considered anything but a #win – for us.

71% payrise for CEO = entire airline grounded worldwide inconveniencing millions of passengers
failure to reach agreement with unions and referred back to Industrial Relations Tribunal = competition talking about the “luxury” of Qantas with (trivial) PJs as a prize.

Is there any way to pull this one back from the brink? Is there some way for Qantas to fix this? The hashtag is out there now and can’t be retrieved. It has a life of its own, being shared among Tweeters who are keeping it going. Would having a decent prize help? Would some sort of apology help? Would the resolution of the pay dispute (without screwing the Australian workers) help?

Maybe something like Air New Zealand’s flashmob safety demonstration could help:

Note to Qantas – Air New Zealand were CREATIVE, AMUSING, SELF-MOCKING……and they gave away FLIGHTS! There are a whole series of these videos on their Youtube channel.

So, back to Qantas. Maybe only time will help. But they need some better PR advice.

Newsflash: maybe this is the solution Qantas are looking for – a new scandal not involving them:
klixplus (Adam McKinnon) : Did Allan Joyce pay Kyle Sandilands to take some twitter heat off #QantasLuxury ? If he did it maybe his first smart move for Qantas!

UPDATE: 23/11/11 1751: Police have suspended investigations into alleged death threats against Qantas Management. Alan Joyce and other senior Qantas management claimed that they had death threats made against them in May this year, and again in October. Mr Joyce alleged this was related to the wage dispute, saying, “Those who are in the business of using threats, violence and intimidation to obtain their industrial ends should know this: these tactics are cowardly and deplorable. They will not work. Anyone who is caught will face the full consequences.”

Transport Workers Union national secretary Tony Sheldon said the union had believed the decision was a stunt from the beginning and claimed the police decision confirmed this. “It is a disgraceful diversion of police resources,” he said. “The truth is now out. The next issue is for the truth to come out on the dodgy claim that Alan Joyce only decided to shut down the aviation industry on October 29. That’s where the real investigation is needed.”

For the full story, click here.





Update: Social Media in Emergency Situations

24 09 2011


A little while ago I blogged about some of the benefits of social media in emergency management.

Since then, a few more have been pointed out to me….

1. Timetable and responsiveness. Newspapers usually come out once a day, TV has news broadcasts about three times a day (with the occasional update), radio has news broadcasts every half hour. In an emergency situation they may increase frequency, but social media is more immediate, and its users already expect to find news instantly – and look to it as their first option.

2. The IT literate generations (and remember over 10,000 people in Australia are on Facebook, so if we exclude the under 13s and the over 70s, that is most – but not all – of the population) are used to having news instantly at their fingertips, and to having to search for exactly the infromation they want through google, facebook, twitter feeds etc. The seek information in the social media sphere.

3. “Old media” relies on the audience having access to a radio or television set and a power supply. Hand-held smart phones and the like are usually on the person, and have long battery life.

4. “New media” can also be uploaded and broadcast from any hand-held device. So if your TV studio is underwater, the power supply is cut and your generator has run out of fuel….your iphone is probably still working and can upload videos and photos as well.

5. Crowd-sourcing of information allows for a much more in-depth, broader and personalised news broadcast. Old media only has so many camera crews and journalists, and even with the addition of helicopters and information sources, there are only a certain number of places where in-depth coverage is going to occur. Crowd-sourcing enables people from all over the affected area to record and upload information. This can be useful for emergency services to know, but also for other members of the community to have information about their immediate area and surroundings, where their friends and relatives might be, and any route they may be planning to travel on.

I am guessing that now I have published this, a few more will be pointed out to me….so stay tuned for the update. And please keep the ideas coming!