An unexpected briefing, an expected hit

  • Advertising
  • November 5, 2012
  • StopPress Team
An unexpected briefing, an expected hit

As a small airline that can't afford to buy attention like some of its larger competitors, Air New Zealand has long advocated the benefits of content marketing through effective seeding of its unique—and often polarising—campaigns and safety videos and a world-class YouTube channel. With the help of Weta Workshop, it nailed The Hobbit inflight video (check out Campbell Live's story on how it came about). And it's already a global hit, achieving worldwide media coverage and 6.2 million YouTube views in just four days since launching."On the first day the safety video was watched by more than a million people on YouTube and that number has now grown to well over 6 million in just four days," says Air New Zealand’s head of international marketing, Jodi Williams. "On top of that stories on the video have featured in some of the world’s biggest news outlets, such as CNN, Sydney Morning Herald, The Telegraph and Wall Street Journal. The video has been simply fantastic for growing global awareness of the forthcoming movie, Air New Zealand’s brand and New Zealand as a destination. But most importantly it’s been a hit with customers on our aircraft and has again shown that by creating world class content people will engage with the safety messages."

  • Check out a behind the scenes here.

Customers who pay close attention to the safety video could win a Middle-earth experience in New Zealand. Hidden within the video are secret Elvish codes. Viewers who spot the codes can then visit  to unlock the door to Bag End and be in to win a trip for two to New Zealand, including a tour of the Hobbiton movie set, a visit to the Weta Cave in Wellington and double passes to the red carpet global premiere of The Hobbit: An Unexpected Journey.

Williams says Air New Zealand will invest several million dollars in Australia, Asia, the United States and Europe on uniquely Air New Zealand marketing efforts related to The Hobbit movies (pun alert: 'Pack your Baggin's') to attract more tourists to New Zealand. The airline is also working with Tourism New Zealand on a range of initiatives, including helping to bring a large contingent of journalists to experience Middle-earth.

A forthcoming feature of Air New Zealand’s support of the filmswill be a themed aircraft that will be revealed prior to the movie’s global premiere in Wellington on 28 November. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Little Giant appointed digital partner for TVNZ's Re: web expansion

  • Media
  • February 18, 2019
  • StopPress Team
Little Giant appointed digital partner for TVNZ's Re: web expansion

Little Giant, Linked by Isobar has been announced as the digital partner for the development of TVNZ's Re: News channel, which has had a Facebook presence since 2017. Re: News will be launched as a new website in March.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit