Browsing: Air New Zealand
Last year, as part of a promotional push for its ‘Airline of Middle-earth’ sponsorship activation, Air New Zealand flew three fans to Los Angeles to watch the premiere of The Hobbit: the desolation of Smaug. And now, in anticipation of the release of the final instalment of the trilogy, the airline has upped the promotional ante by flying 150 fans to New Zealand for a week to tour some of the filming locations and to attend a private screening of the film in the company of Peter Jackson.
ASB, McDonald’s and a double from Air New Zealand lift the cup this week.
Snow in May never stays. Snow in June still too soon. Snow in July, it will lie. That old adage seems to have been true this year, and the snow lovers are getting their wish this week with some big dumps around the country. So Air New Zealand, Host Sydney and content creators Diaries Downunder have decided to celebrate the welcome arrival of the white stuff with a spot of synchronised snow sliding on Isobel Glacier. Plus: Tourism New Zealand’s snow-related efforts to tempt the Aussies.
Where once social media was seen as a harbinger of doom for traditional media, the enthusiasm has been tempered somewhat in recent years as algorithms have changed and questions have been asked about the return on investment. But there are still plenty of success stories, often from a customer service point of view, and Amanda Sachtleben went along to the #NZSOMO conference to find out about a few of them from New Zealand.
True opened its doors in 2011 after a few senior protagonists from .99 felt the need to go it alone and break away from the nurturing bosom of The Clemenger Group. Like any new business, the first few years were tough going and it focused on growth rather than profit, but it’s gaining momentum, it’s working with big brands like Air New Zealand and Vodafone, it’s moving into areas outside traditional advertising and it currently employs 25 staff. Managing director Matt Dickinson spills the beans on its philosophy.
FCB has made a new TVC for Air New Zealand that takes a complex topic – that four different types of domestic flight tickets are always available – and turns it into a smoothly transitioning story, literally.
Staff generally see more of a company’s advertising than its customers do. But even so, brands are often dropped on them from a long way up, without an explanation of the full story, or the thought process behind them. And that’s a waste of potential advocacy, says Goodfolk’s Michael Easton.
While many Kiwis might be suffering from Middle-earth fatigue, Tourism New Zealand and Air New Zealand certainly aren’t, because, due to the rise in visitor numbers on the back of their recent marketing partnership—and in particular, the activity around The Hobbit movies—the pair have announced a $20 million extension to the deal. Plus: the airline also locks in a deal with New Zealand Winegrowers.
The constant stream of awards ceremonies continues unabated with the release of the voluminous list of Communicator Awards winners from all over the world. And included within this expansive archive were seven awards for Auckland-based digital agency Gladeye, which won four gold and three silver gongs.
Gladeye carried out the full range of digital services in creating a site that showcased Air New Zealand’s support of scientific research in Antarctica. The website made full use of imagery and video supplied by National Geographic. Plus: Gladeye gets international recognition for its own site.
It’s not generally in the nature of those who work in this industry to stay under the radar. But that’s what Post Creative has purposefully done since it opened its doors in 2011. Now, with ex-DraftFCB and Ogilvy bod Matt Simpkins coming on board as a replacement for co-founder Adam Bryce and the ribbon recently cut on a new office in Auckland’s Freeman’s Bay, the team thought it was about time they stuck their heads above the parapet, showed off some work and explained their model.
Is branded entertainment just a fad, a trend, a nice-to-have? Or is it a crucial change necessary for advertising’s relevancy in the future? Nic Winslade argues that advertisers need to get permission from consumers in order to engage with them. Plus: come up with a idea to integrate your brand into StopPress and we’ll choose the best and/or most entertaining effort and make it happen.
Air New Zealand has officially unveiled its latest in-flight safety video, which was filmed by Josh Frizzel from 8com and features five models from the Sports Illustrated Swimsuit franchise. And the initial outrage that coincided with release of the behind-the-scenes clip now seems to have diminished substantially.
Air New Zealand is reconsidering its approach to an initiative seeking volunteers to write for The Flying Social Network after a Twitter backlash, and is considering compensation it could offer to those who make contributions.
Given that Delta, Virgin and other airlines have started emulating Air New Zealand’s novel approach to safety videos, the original innovators have decided to take things to the next level by inviting the Sports Illustrated swimsuit models onto their planes. Update: Air New Zealand arranged the sponsorship and True developed the creative for the project.
It’s been a busy week for Air New Zealand with asset sales and a dip in shares value. But somewhere in all that chaos, the airline still managed to find time to release a commercial that aims to remind everyone that the company has a distinctly Kiwi flavour. The TVC forms part of the ‘Middle-earth is closer than you think’ campaign, which also includes a competition that gives entrants a chance of winning a trip to Los Angeles to watch the premiere of The Hobbit: the desolation of Smaug. PLUS: Google also gets in on the Hobbit action with an interactive journey through Middle-earth.
Standard inflight safety videos are in danger of extinction, with Delta and Virgin America the latest airlines to follow in Air New Zealand’s quirky footsteps.
Air New Zealand has created an expectation that its safety videos won’t be boring. But travellers can only handle seeing a fake plastic fish bouncing around in Bear Grylls’ backpack, Lord of the Rings gags, or a lycra-clad maniac so many times before the novelty wears off. So Air New Zealand and True have launched another new—but old—safety video starring ex-Golden Girl Betty White and a cast of oldies.
Five good’uns this week, with ukuleles, emoticons, family time, song rash and Rotorua making the cut.
Since DraftFCB took over the Air New Zealand account at the start of last year, its work has been fairly retail focused, with the airline’s deals being promoted on TV and online. But it’s finally got a chance to have a bit of fun with a campaign to promote the launch of the new Airpoints credit cards.
If you’ve just watched a video of Japan being flattened by a tsunami, you may not feel it’s the best time to book a flight over.
Now that same-sex marriage is legal in New Zealand, and the licenses have been signed, we round up the companies chasing that sweet pink money.
Four well-known New Zealanders—Judy Bailey, Colin Mathura-Jeffree, Jon Bridges and Michael Van de Elzen—are packing their bags and indulging their passions in Australia as part of Tourism Australia’s new content marketing campaign with APN.
Air New Zealand has announced an update to its mPass mobile application that now allows users to book flights using their smartphones or tablet devices, getting people one step closer to never needing to sit on their computers again.
#Flashbackfriday seems to be a thing on Twitter. And a few socially-aware brands are joining in the fun so we can laugh at the past. For example, this quality Air New Zealand ad from the ’60s imploring New Zealanders to fly south and do the twist on a mountain-top, or ANZ’s classy, fashion-forward print ad.
Contagion’s relationship with Air New Zealand cheeky little brother Grabaseat was enhanced last week after winning a competitive pitch against several other agencies thought to have included Special Group and Young & Shand.
Airlines and tourism marketing entities go together like raspberry and Coke, and following some successful recent partnerships, Air New Zealand and Tourism New Zealand have upped the stakes, agreeing to a one-year, more than $20 million deal to promote travel to New Zealand, an increase of around 80 percent on the previous year. PLUS: Air New Zealand drops the blue in new livery.
As they always say, those in typo-ridden online glasshouses shouldn’t throw stones, but we couldn’t help but point out a little faux pas by our national carrier, which is using the 60th anniversary of the ascent of Mt Everest to promote $5 domestic fares on Grabaseat. Pity it—and nzherald.co.nz—spelled Sir Ed’s name wrong.