How Qantas got serious about content marketing

Brooke Hemphill

Qantas is prioritising quality and relevancy across multiple platforms – magazine, online, social, video – in its quest to become Australia’s best content marketing brand.

In 2015, content firm Medium Rare won the tender to produce content for Australia’s most respected brand, Qantas.

Arguably Australia’s largest content publisher, Medium Rare is a joint venture with News Corp Australia and is run by two former ACP publishers, Gerry Reynolds and Sally Wright. The company publishes Australia’s most-read magazine, Coles magazine, which has more than 4.5 million readers.

The tender to create content for Qantas spans the monthly Qantas magazine, the travel inspiration website Travel Insider, the bi-monthly Spirit magazine, two Chinese editions a year as well as social and video content, emails and events. Heading up...

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