A cabin full of Robert Irwins: first look at new Qantas celebrity campaign

An 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.

Griffith 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."