Once the face of a campaign to attract visitors to Australia, Aussie celebrity Lara ‘where the bloody hell are you’ Bingle is the latest celebrity to join Air New Zealand’s promotional ranks, staring in the latest installment of its Kiwi Sceptic campaign, where she describes New Zealand as “that thing down there”.
‘Kiwi Sceptics’ is aimed at changing the perceptions of Aussies who never get around to crossing the ditch and in this fifth 'Winter edition' installment of the six-part series, Bingle teams up with Kiwi TV host, snowboarder and ballroom dancer Hayley Holt on a trip to Queenstown to partake in snowboarding and other activities. As Bingle approaches Queenstown, among the eye-opening adjectives she uses to describe the snow-loving town is “cold”.
The video charts the pair as they go snowboarding on Coronet Peak, take flight in a helicopter ride to the back bowls of Wanaka where they're left with nothing but untouched powder and their boards, and then spend the night on The Remarkables, sleeping in snow caves up the mountain. Whether the average Aussie would be able to afford an exclusive flight to an isolated mountain peak for a spot of snowboarding is questionable, but the video certainly catalogues some of the best experiences you can have in Queenstown.
Describing her New Zealand experience, Bingle says her attitude towards Godzone has changed and she has since fallen in love with it.
“If someone had asked me about New Zealand before the trip I would have said it was just off my radar.”
The first four videos of the six-video series were released earlier in the year and featured four non-celebrity, yet vastly different Aussie personalities, being tricked into coming to New Zealand, each returning from their trips as New Zealand converts. The campaign, crafted by the airline’s Aussie agency Host Sydney, picked up a bronze Lion at this year’s Cannes in the branded content, non-fiction category.
“The first four episodes have been well-received and are doing a good job of getting more Aussie bums on Air New Zealand seats,” says Kelly Millier, Air New Zealand’s Marketing Manager Australia. “We reckon that Lara’s daredevil nature, Hayley’s down-to-earth Kiwi charm and the breathtaking scenery in this winter edition, will encourage even more Aussies to visit over the coming year.”