In this articleIn this articleIn this articleExplore TravelA cabin full of Robert Irwins: first look at new Qantas celebrity campaignBehind the scenes of the wild new Qantas ads starring Irwin. SaveShareAustralian conservationist Robert Irwin pictured in front of a Qantas plane. Picture suppliedBy Anna HoulahanSeptember 23, 2026In this articleNah yeah or yeah nah? Campaign encourages regional travelAn entire plane cabin packed with clones of Robert Irwin is not a fever dream, it's Qantas' latest global campaign. The wildlife conservationist and US Dancing with the Stars champion is the face of Qantas' major international campaign, promoted across North America, Britain and Asia. The campaign encourages international visitors to Australia to explore the country, offering discounts on domestic flights. Sign UpGriffith University associate professor of marketing Gavin Northey said the campaign was an interesting way to differentiate the airline. "After all, most airline ads are very similar and have interchangeable visuals of blue skies, smiling crew and a plane in the clouds," he said. Australia's confusing parlance is also in the firing line for the campaign, as Mr Irwin and a Qantas cabin crew explain to the world that "nah yeah" means yes and "yeah nah" means no. "By using the "nah yeah" and "yeah nah", the campaign is likely to get real cut through because it's just so different," Associate Professor Northey said. "At the same time, it uses a very likable, trustworthy guy in Rob Irwin to give other countries a fun insight into a piece of real Aussie culture. "
The campaign, which features Mr Irwin dreaming of Australia Zoo, was filmed on location at the zoo's Crocodile Hunter Lodge and on board a Qantas aircraft. Mr Irwin said the national carrier was close to his heart, recalling early memories of walking down the aerobridge with his mother, Terri Irwin. "Qantas has been part of my life since I was about the size of a loaf of bread," he said. "When I get on a Qantas flight, I'm amongst friends. "There is something about the warm Australian hospitality that feels like home. "
From Qantas' campaign: a cabin full of Robert Irwins. Picture suppliedCampaign encourages regional travelThe joint advertising campaign between Qantas and Tourism Australia promotes the airline's Explorer fares, encouraging international visitors to explore the country via domestic flight routes. The promotion gives customers who book international Qantas flights to Australia discounted fares across more than 45 domestic destinations. Almost two-thirds of international travellers only visit capital cities, according to Tourism Research Australia. The Griffith University academic warned a travel discount alone may not be enough to entice international tourists into regional areas.