benchmark report
airline marketing
meanwhile in new zealand
fronteras AEROMEXICO A new ad produced for Aeromexico by agency Ogilvy & Mather México, ‘Fronteras’ or Borders, takes a hard stand against bigotry, abuse, and discrimination while indirectly addressing Donald Trump’s antiimmigration threats. It’s a gritty commercial (video) , filmed mostly in black and white, and featuring a voice-over in Spanish which draws attention to the many borders people put up against those who are different. “Borders. Has anything good ever come of them?” The voice actor asks. “Separation? Limits? I’ve seen as many as mankind has been able to create.” After a review of conflicts between people which create literal or figurative fences, the ad shifts to full colour and focuses on the skies where an Aeromexico aircraft flies over a green landscape. JULY 2016 ISSUE
AIR NEW ZEALAND “Borders. On land they can maintain distances. But in the sky … we show you it’s different,” the voice actor says. The ad is a useful model for how to creatively dovetail political and social messaging, without becoming mired in rhetoric. The ad as been lauded by media publications like AdWeek and Creativity as well in its home market . It’s not the first bold ad move by Aeromexico. The airline has previously tackled stereotypes with its “We Prove It Different” campaign , also by Ogilvy and Mather Mexico, which we repor ted on in April.
Air New Zealand’s popular ‘Meanwhile in New Zealand’ campaign has returned with a tempting tasty treat enticing Australian neighbours to enjoy local flavours. The on-going series of ‘Meanwhile in New Zealand’ videos focus on attracting Australian holiday makers promoting features of the activities tourists can enjoy outdoors. For example, a clever retelling of the fable of “The Tor toise and the Hare” (video) features two very different mountain bikers, and breathtaking views of New Zealand’s natural beauty from mountain peaks. Meanwhile at Christmas, Air New Zealand — who had surprised a little boy recently returned with his family from Sydney to live in a remote town—with a visit from Santa (video) .
In the latest instalment, Christchurch ice cream makers George and Raewyn Taylor take their ar tisanal ice cream on the road to the New Zealand’s snowfields with a snow track machine carrying their signature ice cream van. In a two-minute video Air New Zealand features the couple making ice cream at home, for happy kiddies dressed in their winter gear. The custom snow-track ice cream truck will help carry ice cream to Mt Hutt, in time to serve visitors during Australia’s mid-year school holidays. Special ice creams flavours, sure to please the Australian palette, and fitting the Winter season , were developed in collaboration with Australian food maven Sian Redgrave . Air New Zealand says a follow-up video will reveal more of this flavourful adventure.
9
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
