In a bid to woo more Australian passengers, Air New Zealand has launched a new campaign to change the airline’s perception with its neighbours across the ditch.
Dave, a talking Aussie goose, features as Air New Zealand’s “newest frequent flyer”. In a change from his usual method of migrating across the Pacific, Dave splits from his flock and flies long haul to Los Angeles with Air New Zealand instead.
As Dave relishes in the airline’s Kiwi hospitality and cuisine, he also engages in some classic trans-Tasman banter over accents, pavlovas, and rugby.
Developed by agency True, the ‘Better Way to Fly’ campaign aims to expose more Australian travellers to the airline’s long-haul capabilities.
With a quarter of all long-haul, international departures bound for the USA, South America or Canada, Air New Zealand says that capturing just a little bit more of that market would see hundreds of thousands more Aussies flying with Air New Zealand to North and South America.
“We’re well established as the preferred airline for Australians travelling to New Zealand, and one of Australia’s most respected brands,” says CEO Christopher Luxon, citing the AMR Corporate Reputation Index. “However, many Australian travellers still think of us as a trans-Tasman carrier and that’s a perception we’re determined to change.”
Luxon also says that using Auckland as a one-stop hub to North and South America “makes great sense” for a lot of Australians, “particularly for those currently starting their long haul journey with a domestic connection”.
In a further effort to enhance its appeal, Air New Zealand partnered up with Australian actor Bryan Brown who lends his distinctive voice to Dave. Brown himself also makes a brief appearance at the end of video.
Cam Wallace, Air New Zealand’s chief revenue officer, says that “through CGI technology and the familiar voice of Bryan Brown, Dave bursts into life as Air New Zealand’s number one fan when it comes to flying to North or South America.”