for marriage equality which will include offering customers specially commissioned rings with the phrase, "until we all belong". This phrase will also appear on Qantas boarding passes and other paraphernalia. The cost of the campaign by Qantas and other participating companies is expected to be more than $5 million. Joyce has pledged Qantas will, "continue social-justice campaigning". In relation to Israel Folau, sacked by Rugby Australia which is financially supported by Qantas, following his social media postings on homosexuality. Fundamental structural change In August 2011, the company announced that following financial losses of A$200 million ($209 million) for the year ending June 2011 and a decline in market share, major structural changes would be made. One planned change that did not come to fruition was the plan to create a new Asia-based premium airline that would operate under a different name. In addition to this plan, Qantas announced it planned to cut 1,000 jobs. The reforms included route changes, in particular the cessation of services to London via Hong Kong and Bangkok. While Qantas still operated in these cities, onward flights to London would be via its Oneworld partner British Airways under a code-share service. The following year Qantas reported an A$245 million full-year loss to the end of June 2012, citing high fuel prices, intense competition and industrial disputes. This was the first full year loss since Qantas was fully privatised 17 years previously, in 1995, and led to the airline cancelling its order of 35 new Boeing 787 aircraft, to reduce its spending. Qantas subsequently divested itself of its 50% holding of StarTrack, Australia's largest road freight company, in part for acquiring full interest in Australian airExpress. On 26 March 2012, Qantas set up Jetstar Hong Kong with China Eastern Airlines Corporation, which was intended to begin flights in 2013, but became embroiled in a protracted approval process. Qantas and Emirates began an alliance on 31 March 2013, in which their combined carriers offered 98 flights per week to Dubai, that saw bookings up six-fold. In September 2013, following the announcement the carrier expected another A$250 million ( million) net loss for the half-year period that ended on 31 December and the implementation of further cost-cutting measures that would see the cut of 1,000 jobs within a year, S&P downgraded Qantas credit from BBB- (the lowest investment grade) to BB+. Moody's applied a similar downgrading a month later.