Air New Zealand - Grab A Random

Air New Zealand - Grab A Random

Air New Zealand has been running its last-minute promotions under the name of grabaseat since 2006, offering a wide range of destinations at bargain prices to help fill empty seats on its planes. To help promote the program and inspire last-minute bookings, ANZ has launched a series of YouTube videos, whereby the airline asks random passersby if they will drop everything and jump on a flight that day and head off for an adventure set out by ANZ.

In a series of videos promoted on the airline’s ‘The Flying Social Network’ blog, ANZ so far has highlighted 3 different stories from passersby who actually dropped everything and instantly took to the skies flying to destinations throughout New Zealand, from Queenstown to Canterbury and Northland.

The first episode of the series, self-titled ‘Grab a Random’ has already pulled in 30,000 views, and the second two videos both pulled in over 20,000 views.

ANZ’s ‘Grab a Random’ campaign shares similarities with Heineken’s ‘Departure Roulette ’ initiative (featured in the August 2013 report) staged by the beer brand at New York JFK Airport, which challenged passengers at the airport to change their planned itinery to a more exotic random location with the press of a button. ‘Contestants’ had to agree to drop their existing travel plans—without knowing the new destination first—and immediately board a flight to their new destination.