Answer: Peter Allen
The cynical part in me would say that Qantas has always emphasised that it is "THE Australian airline" and by using this song's highly emotional and patriotic sentiment, it could get away with the attitude that "we don't have to compete on pricing, service or efficiency because if you decide to fly with another airline, you are un-Australian".
Shoulder my cynicism aside and I will admit that this is an ingenious piece of advertising. Qantas grabbed a song that evokes a sense of longing and belonging while all the time telling us it is your right to travel to places that are not Australia. It became such a powerful message and motivator that the airline ended up adopting the number as its signature song.
First released in 1987, using singers from the stable of the Mojo advertising agency, the commercials showed you places like the Acropolis and Disneyland, where Qantas could take you and bring you back from, safely. In 1994 they re-imaged this using notable Australian celebrities in various locations. However, the killer came in 1997... in employing members of the National Boys Choir and the Australian Girls Choir, dressing them up in pristine white uniforms and providing, as a group, wholesome renditions of the song while standing on the Brooklyn Bridge, the Great Wall of China and a host of other exotic locations, they created pure patriotic dynamite.