Qantas loyalty media: Red Planet, Frequent Flyer data and what advertisers can buy

Qantas tried loyalty-data marketing a decade before most airlines. In September 2014 Qantas Loyalty launched Red Planet to let other businesses use Frequent Flyer data in targeted digital advertising (Mumbrella, 10 September 2014). The name came from MARS, short for marketing, analytics and research services. Red Planet also took over part of Qantas's own digital media buying and handled programmatic work. United did not launch its airline network, Kinective Media, until June 2024.

Qantas Loyalty earns mainly from partners who buy points, not from ads. Qantas describes a program that rewards members across travel, financial services, retail, health and wellbeing, food and wine, and small business services (Qantas). A bank or retailer that wants to reach members usually joins as an earn partner. That is a loyalty contract, priced in points, not an advertising buy priced in impressions.

The current marketing structure faces inward. In February 2026 Mumbrella reported that Qantas would split loyalty marketing strategy from execution, with a Sydney "Marketing Centre of Excellence" holding a $50 million budget for campaigns, analytics and creative (Mumbrella, 25 February 2026). That report concerns Qantas's own marketing for its 18 million members. It does not mention Red Planet or selling media to other brands.

We found no current Qantas advertising formats for sale: no sponsored placements in the Qantas app, no published in-flight entertainment ad product and no offsite audience product. In 2014 Red Planet sold data-driven media buying rather than its own inventory. If Qantas sells placements today, ask for the list by surface, route and market. Peers' formats are compared in airline and hotel media networks.

Frequent Flyer data is the asset Red Planet was built to use. What data Qantas now allows outside its own marketing, and on what consent basis, is not stated on the pages we could read. Ask whether audiences are built from member data, whether a clean room is used, and what the advertiser receives. The design questions are covered in loyalty program data as ad inventory.

No current measurement product is published. An airline loyalty program can, in principle, match exposure to flights booked, points earned and partner purchases. Whether Qantas offers that to advertisers is n/d.

1. Ask Qantas Loyalty first. Confirm whether any media or data product exists and under what name.
2. Check whether Red Planet still trades. Ask for its current services, team and contract entity.
3. Compare with an earn partnership. Many brands reach members by issuing points rather than buying ads.
4. Request the data terms in writing. Confirm which member data, if any, shapes targeting, and what you receive.
5. Agree measurement before spending. Define how bookings, points activity or partner sales will be matched to exposure.

It may suit:

• Australian brands that can become Qantas earn partners;
• advertisers prepared to negotiate a custom data or media deal.

It suits less, until details are public:

• buyers who want a self-serve or programmatic route to Qantas audiences;
• advertisers who need a named product, published formats and audited measurement.

• Whether Red Planet still operates, and what it sells. The redplanet.com.au address showed a domain-sale page when we checked on 9 November 2026.
• Any current Qantas media network, its formats, partners or prices.
• Whether Qantas sells in-flight entertainment or app advertising.
• Qantas's policy on using Frequent Flyer data for third-party advertising.
• Any statement on qantasnewsroom.com.au, which did not respond to our requests.

1. Qantas, "Subsidiary companies" (accessed 9 November 2026). https://www.qantas.com/en-au/about-us/subsidiary-companies
2. Mumbrella, "Qantas launches data marketing business Red Planet, takes digital media buying in-house" (10 September 2014). https://mumbrella.com.au/qantas-loyalty-launches-marketing-services-business-red-planet-250624
3. Mumbrella, "Qantas splits strategy from execution in Loyalty marketing shake-up" (25 February 2026). https://mumbrella.com.au/qantas-splits-strategy-from-execution-in-loyalty-marketing-shake-up-915966