Over the past few months, a lot of noise had been generated by airlines regarding their ultra-long-range flights. Behind the trials of these flights, stands one overlooked element – the magic of public relations (PR). Project Sunrise, announced by Qantas on August 25, 2017, has been a true hit. Especially over the past few months, when the trials of flights between Sydney and two major capitals, namely New York and London, were conducted by the Australian flag carrier. But this is where the project gets interesting – on both flights, media personalities were present: filming, posting on social media and again, generating buzz.