Australian Icons Research

 

Australian Icons Research- Why and How is Qantas Airlines Iconic?

In March 1919, W Hudson Fysh and Paul McGinness became interested in a competition sponsored by the Government. They were unable to receive funding, and so, on 18 August 1919, in a Model T Ford, they began an assignment from the Defence Department to check a different competition route. It was during these 51 days when their determination grew to allow outback Queenslanders and people of North Australia have access to a more reasonable way of life. The key to this was air transport. Fergus McMaster, a wealthy grazier who was friends with McGinness, was the primary supporter of this new idea. He was Chairman in the beginning. The formation of the original Qantas company (Queensland and Northern Territory Aerial Services Limited.) was in 16 November 1920. The well-known ‘QANTAS’ was created from the acronym of this first name. Joy riding and demonstration flights were undertaken with two expertly modified old planes until 1922, when Qantas began to operate their first scheduled airmail service. The first Flying Doctor Service was inaugurated in Cloncurry in the year 1928 by the Australian Inland Mission using Qantas aircraft and pilots that were leased to them. In the year 1936, Qantas only employed 80 people and some others through indirect ways. At the time, it was directed, managed, and staffed by Australians. The name of the company was ‘Qantas Empire Airways Limited.’ in those days.

During WW2, flying boats were used to maintain communication with other countries. When they could not be used by the public anymore, Qantas crews cooperated with the RAAF in dropping supplies to Australian troops (Kokoda) as part of the New Guinea supply operations. After the war, the Government acquired all Qantas shares and Fysh became the new Chairman. The first flight to Japan was also completed during this time. Four people helped shape Qantas: Sir Fergus McMaster as the first Chairman, Sir Hudson Fysh as the second Chairman, McGinness for his important assistance and work in the beginning, and Arthur Baird for his famous engineering skill. All of them were involved in the war(s) and the original staff had met each other through it. Baird was also responsible for the aeroplanes made by Qantas in Australia.

‘The Spirit of Australia’ is its slogan/advertising campaign, and it refers to the company’s long history of work which has always captured the essence of this country. This campaign is unique due to its ability to support the idea of self and community in Australia. Peter Allen's song I Still Call Australia Homeis strongly linked to Qantas due to the television commercials. As one of the older companies of Australia, it has a wide presence in the support of Australian sporting teams, including the Qantas wallabies in rugby, the Socceroos in football, and the hosting of the Formula One Grand Prix. The company has bought Indigenous art and donated it to art galleries. It has also supported Indigenous artists during its history. Qantas is a Major Partner of the Museum of Contemporary Art in Sydney. Qantas-owned aircraft has had various designs on the body, most notably those designed by Australian Aborigines.This iconic Australian airline has played an active role in helping and improving Australian lives. When Cyclone Tracy threatened Darwin, Qantas evacuated 673 people on a Boeing 747 and 327 people on a Boeing 707. 350 passengers was the normal capacity for 747s. The Kangaroo Symbol has its origins in the Australian one penny coin and the name ‘Kangaroo Service’ for one of its Indian Ocean passages.

The company celebrated its 95th birthday last year. 2020 will be the centenary of Qantas. Australian history is important for them. Qantas is a Benefactor of the Australian War Memorial. Qantas is collaborating with the Government to support the ANZAC Centenary program from 2014 to 2018. The Qantas Heritage Collection is an exhibition of the history of Qantas located in the Sydney Domestic Terminal. Qantas supports the Qantas Founders Museum which has bigger exhibits and more information presented by guides. Qantas also supports the TAA Museum which is more focussed on Australia's domestic aviation development. Qantas carries the Australian Made logo. Qantas is the Official Airline for many organisations and programs. Collaboration with UNICEF Australia is also another aspect. There is a Qantas Foundation and a Qantas Workplace Giving program. It has always been the most experienced airline in air transport above all others. Its air service system for regional areas of Queensland and Northern Territory was important for revolutionizing Australian travel and sightseeing. ‘The Brisbane-Singapore section of the Empire Air Route to England’ was the first Australian route involving overseas travel. In the past, when overseas travel seemed to be ‘extremely expensive’ in the eyes of Australians, Qantas provided extremely good service (compared to today’s standards) for passengers, advertised the usage of air travel instead of traditional methods, and consistently evolved its technology and crew to meet the greater demand. Qantas has never had any major accidents since 16 July 1951, and so it has built up an extremely positive record of being one of the safest airlines in the world. That last fatal accident was caused by a propeller failure. However, 6 other accidents have been recorded and many of them have occurred well into the 21^st century. Hence, this airline also has luck.

Australians define themselves in various ways. Qantas is and will be important in contributing to the modern definition of being ‘Australian’. The widely-known safety record is one source of national pride which can only have been achieved through hard-work and adequate training. The skills of the pilots are also brought to mind. The engineers must also have passed down their skills to the next generations. It was an airline which did numerous things others didn’t do. This brand represents and shapes the image of Australia. It has a history longer than any other notable airline.

Qantas is valued for its services. Approximately 30,000 Australian workers are employed by Qantas. (There were 28,622 in 2015.)$6 billion each year is spent on Australian goods and services. $1 billion or more in direct and indirect tax is contributed to the Australian federal budget. It brings a positive effect to the economy of Australia. Even though companies always set up a book of principles in which ‘serving the community or country’ is the most emphasized ideal, it is obvious that this principle is only for the population to accept and favour this company over others. When people from overseas think of Australian companies, Qantas will always come to mind. It will always have a strong bond with the people it serves, regardless of its true intentions.

The type of aeroplane, the service, and fare prices will always be the first consideration for most people. How the airline handles certain situations is also an important factor for travellers. Trust in the chosen carrier is the key player in the decisions. Even now, Qantas must ensure that everything proceeds smoothly and meets the expectations of customers. It is an icon due to the image it has built up for itself. History of the airline is one of the foundations for this image. Money has been spent to raise the image. (Fairfax Media 2016) It does seem to be the most loved airline of Australians. Qantas will never disappear. When issues such as job cuts or other controversial decisions made by the managers appear in the news, Australians treat it seriously. All companies act the same in hard times, and this may lead to less people using their services, perhaps because they feel betrayed. Consequently, either the managers will make up for it, (using technology?) or, we will no longer think of the current Qantas as an icon. The past Qantas will remain an icon as long as the history is preserved and taught. For the current Qantas to remain as an icon, it must listen to what the public wants and act in the best possible ways when criticised on the media.

Qantas is iconic because it is seen all around the world. It has a Secondary hub in Dubai International Airport. It connects the world with Australia, and Australians with the world. International flights are the main domain of Qantas and it is a member of the Oneworld Alliance. Many of the major airlines are members of this alliance. This collaboration also creates numerous opportunities for overseas customers to experience travelling with Qantas. It is a symbol/icon which they can use to guess what Australia is like.

References

Caro, J 2011, The passengers still call Australia home - but does Qantas? http://theconversation.com/the-passengers-still-call-australia-home-but-does-qantas-2953 (accessed 18 June 2016)

Harcourt, T 2014, We want Qantas to still call Australia homehttp://www.abc.net.au/news/2014-02-27/harcourt-we-want-qantas-to-still-call-australia-home/5287042 (accessed 18 June 2016)

Online resource indexed by the National Library of Australia, 2011 Yesterday today tomorrow / [Qantas Empire Airways]http://acms.sl.nsw.gov.au/album/albumView.aspx?itemID=874680&acmsid=0 (accessed 15 June 2016)

Online resource indexed by the National Library of Australia, 2011 Facts about Qantas Empire Airways : a national and empire organisation http://acms.sl.nsw.gov.au/album/albumView.aspx?itemID=874697&acmsid=0 (accessed 15 June 2016)

Online resource indexed by the National Library of Australia, 2011 Your flight souvenirhttp://acms.sl.nsw.gov.au/album/albumView.aspx?itemID=876973&acmsid=0(accessed 15 June 2016)

Parliament of Australia Turbulent Times: Australian Airline Industry Issues 2003 http://www.aph.gov.au/About_Parliament/Parliamentary_Departments/Parliamentary_Library/pubs/rp/rp0203/03RP10

Qantas Airways Limited, The Qantas Story http://www.qantas.com/travel/airlines/history/global/en (accessed 18 June 2016)

Qantas Airways Limited, In the Community http://www.qantas.com/travel/airlines/community-support/global/en (accessed 18 June 2016)

Wikipedia, the free encyclopedia 2016, Qantas https://en.wikipedia.org/wiki/Qantas (accessed 15 June 2016)

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