Our Work / Air New Zealand brand campaign

We started working with Air New Zealand in April 2008. Our first job was to create an advertising campaign to increase awareness and understanding of their offer. And that meant finding a unique and distinctive ‘voice’ for their brand.

Air New Zealand are a great airline. They have a great product; the same flat beds as Virgin Atlantic, and great IFE throughout. They’re a really dynamic business; their Chief Executive Rob Fyfe is really entrepreneurial, and encourages that behaviour in the company.

Best of all though, their staff, and the service they give, are brilliant. Internally they define their attitude as “spirited, fresh, gutsy, and real” – and it’s true (as we found out when they sent us on a brilliant trip to experience it for ourselves).

So we decided to focus on this ‘Kiwi attitude’, and use to create some communications that doesn’t follow any of the conventions of airline advertising.

The headlines talk about key service features, in a voice that captures the Kiwi’s gentle incredulity that things could be any different, and demonstrates insights into the real business of flying today…

• “A lot of people don’t realise we fly to LA and Hong Kong. Why wouldn’t we? We’re going that way anyway.”
• “It wouldn’t be on-demand entertainment if you couldn’t demand it during take off and landing.”

And it was a no brainer to use their cabin crew in the ads. They’re all brilliant, without any of the disputes that characterise most airlines’ staff.

Putting a face to Kiwi Service

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Making Of

To launch the campaign we wanted to create a further demonstration of their relaxed, can-do attitude. So we got Captain Peter Clulow to abseil down a massive 20m billboard in London to paint on the headline.

Online

Pilot’s Stunt: Pete Clulow

Tour

Tagged as: Air New Zealand, Banners, Digital, Outdoor