Qantas airline commits epic social media goof

Australia’s largest airline grounded its entire fleet over labor issues. Then, its social media team launched a Twitter campaign that opened the floodgates to criticism. #Oops

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The Australian airline suffered a massive PR disaster when it grounded its entire fleet amid a highly publicized tiff with pilots, ground staff, and engineers, regarding pay and work conditions. The company is still trying to rebuild its image—not exactly the right time to tout the luxury angle of flying with Qantas.

But that’s exactly what the company’s social media team did when it tweeted last week: “Ever wanted to experience Qantas First Class luxury? You could win a First Class gift pack feat. A luxury amenity kit and our famous QF PJs.”

It followed up with: “To enter tell us ‘What is your dream luxury inflight experience? (Be creative!) Answer must include #QantasLuxury …”

The airline certainly got creative responses—and they haven’t stopped.

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