benchmark report
airline marketing
#BetterWayToFly AIR NEW ZEALAND Not unlike Air Canada’s “Toronto Stopover” promotions (featured in this month’s repor t), Air New Zealand’s new #BetterWayToFly campaign aims to educate a large neighboring market – in this case Australia – that flying through their Auckland hub is an comfor table and convenient way to reach long haul destination in Nor th and South America. Utilizing the humour that Air New are Zealand’s ads and safety videos famous for, the #BetterWayToFy campaign features four videos and a microsite aimed at encouraging Aussie travellers headed for the Americas (especially those who’d have a domestic transfer anyway) to ‘break from the flock’ and transfer in Auckland instead. is attractive, interactive The microsite and informative with regard to route and travel class options , easy to navigate and makes booking breezy. The four videos feature a migratory bird (voiced NOV 2016 ISSUE
by well-known Aussie actor Bryan Brown ) who decides to fly Air New Zealand to Los Angeles rather than flap there himself. In the first and longest of the videos (563,000 YouTube views), “Dave” the Aussie bird arrives at Melbourne airpor t for his flight to Auckland for onward passage to LA. He encounters some great Kiwi hospitality onboard, gently annoys other passengers (a nod to the hot/cold relationship between Aussies and Kiwis), enjoys the inflight catering and IFE selection, and stretches out on the Economy Sky Couch. The next three half-minute spots focus more on specific perks of the experience, like the Sky Couch , and Auckland Airpor t as a transfer hub. This campaign has been written up by Campaignbrief.com , Australian media and analysis site Mumbrella.com.au several others.
10
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
