Air New Zealand - The Great Walker

Air New Zealand - The Great Walker

Air New Zealand ‘The Great Walker’ | Having earned quite a reputation for innovative marketing campaigns over the past years, Air New Zealand's latest campaign aligns the airline brand with that of its country in a contest that spans celebrities, social media and government agencies.

Created in collaboration with the New Zealand Department of Conservation (NZ DoC), 'The Great Walker' campaign sheds light on the country's opportunities for eco-tourism with a social media-based contest. The contest, announced on Air New Zealand's Flying Social Network blog, looks to select four participants from around the world to complete all nine of New Zealand's 'Great Walks' (550 km of natural treks through the country's hinterland) in nine weeks, accompanied by celebrity guests and staff of Air New Zealand and the NZ DoC. The campaign begins with entrants demonstrating why they deserve the prize by submitting videos to Air New Zealand via YouTube or creating a pinboard on Pinterest using the hashtag #greatwalker. Upon completion of the contest on October 22, Air New Zealand will make a decision based on entrants' “personality, creativity and skills that could be useful for the trip.” An explanatory video of the contest, released by Air New Zealand on YouTube, has got over 2000 views.

The campaign received extensive coverage across the social web as one that aligns Air New Zealand with conservation and environmental consciousness while simultaneously highlighting New Zealand’s natural beauty.