The three-year epic journey of collaboration that Air New Zealand and The Hobbit series have undertaken is finally being concluded with a blockbuster of a safety video filmed by Taika Waititi that features cameos from Elijah Wood (Frodo Baggins), Dean O’Gorman (Fili the Dwarf), Sylvester McCoy (Radagast) and Sir Peter Jackson. PLUS: how the campaign has impacted visitor arrivals.
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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.
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. And it’s already a global hit, achieving worldwide media coverage and 6.2 million YouTube views in just four days since launching.