This campaign represents the first major repositioning of Qantas Frequent Flyer since the program launched in 1987. Qantas Points have always enabled the ‘dream trip of a lifetime’, but as the program has expanded there are more ways to earn and use Qantas Points than ever before. Additionally, generational preferences have also changed. While older Australians were content to wait, younger Australians want their recognition and rewards now. The new QFF positioning ‘live a life more memorable’ recognises that Qantas Points used for a weekend away, a new dress, a fancy blow-dryer, or a dinner out, are just as powerful as a dream international holiday. This strategy has been summarised by the customer facing line, ‘Points make it possible’ - a leadership statement that no matter what you seek, with Qantas Points it’s all possible.