‘Meanwhile in… New Zealand’, Kiwi kids are enjoying winter ice cream up Mt Hutt according to Air New Zealand’s latest installment of its long running campaign, which is an effort to encourage Australians to take advantage of daily flights to Christchurch.
The ‘Meanwhile… in New Zealand’ campaign is designed to showcase what is happening in New Zealand right now, with the aim to boost trans-Tasman tourism. This spot, rolled out in Australia, tells the story of Christchurch ice cream makers George and Raewyn Taylor who have been selling their pure, old fashioned ice cream from Victoria Square for 17 years, a tradition that dates back to 1907.
However, with ice cream normally considered a summer treat, customers are hard to come by in the winter, as they head up Mt Hutt to enjoy the snow.
George decided if the customers wouldn’t go to him, he’d have to take the ice cream to them, so he hatched a plan to sell winter ice cream up the mountain in an ice cream truck turned snow plow.
Sydney agency Host and Wanaka production company Two Bearded Men are behind the spot’s creative.
To try the ice cream, Air New Zealand called in Methven locals, Stella Isherwood (four), Sonny-Bill McDonald (six), Mae Totty (five) and Freddy Cairns (five) as well as Australian food stylist Sian Redgrave who assisted George behind the scenes to develop the flavours.
With the ice cream getting the lick of approval, the airline will arrange for the ice creams to be sold on on the slopes of Mt Hutt in July, in time for the Australian school holidays.
Those Australians who do make the journey over the ditch with Air New Zealand will also have the chance to win back the cost of their flight.
Each week from 1 July to 30 August, one winner will be selected from those who have tagged a photo or video of their ski trip on Instagram, Facebook or Twitter with the tag #MeanwhileInNZ.
The airline has launched a bunch of creative instalments to get Aussies over the ditch. Here are a few of its other efforts: