CorpComms Magazine

Qantas Airlines has attracted criticism after a competition it hosted on Twitter appeared to backfire.

The Qantas Luxury competition drew thousands of angry responses after the airline invited its followers to enter a competition, asking people to describe their 'dream luxury in-flight experience'. The winner will receive a pair of Qantas first-class pyjamas and a toiletries kit.

Some critics were quick to brand the competition a case study of how not to run a social media campaign.

According to reports, Qantas last week hired four social media monitors to keep tabs on what people were saying about it on Twitter and Facebook after the fleet grounding.

But the team at Qantas showed it still had a sense of humour responding: 'At this rate our #QantasLuxury competition is going to take years to judge.'

Unions are considering launching more disruptions to Qantas flights and the Australian government's industrial relations umpire began work to impose a new wage agreement between Qantas management and workers.

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