Kiwi carrier showcases non-stop LAX to LHR route by connecting chilled out Angelinos and quirky Brits
EL SEGUNDO, Calif. (April 21, 2008) - Are you a flip or a flop? And do you want it non-stop? These are questions Air New Zealand is asking Angelinos this spring. The airline launched the "Flip My Flop" campaign this week to highlight its non-stop service from Los Angeles International Airport (LAX) to London Heathrow Airport (LHR) using a quirky campaign that connects New Zealand style to LA and London cultures.
"As Kiwis, we feel supremely connected to Angelinos' casual elegance and laid-back attitude," said Roger Poulton, Air New Zealand's vice president - Americas. "We are also linked to Londoners' quirky sensibility. To celebrate these connections and invite Angelinos onboard for our non-stop flights, we are using the flip-flop as an iconic symbol that resonates among LA residents, but is just odd enough to keep Londoners on their feet. Plus, we're giving the popular footwear a little personality as only Air New Zealand can!"
Campaign elements include a survey of Angelinos footwear habits, an interactive Web site, designer partnerships, advertising, marketing stunts and a partnership with 98.7 FM.
The survey, conducted by Kelton Research on behalf of Air New Zealand, explores Angelinos' love for flip-flops, where and when Angelinos wear flip-flops and whether or not they can live without them.
The interactive Web site, launched on April 18 at www.airnewzealand.com, gives users the chance to enter a sweepstakes to win a London Getaway. This includes two Air New Zealand Pacific Premium Economy tickets and five days/four nights accommodations at the Millennium Gloucester Hotel. Users can win by participating in three humorous games: Plane Etiquette 101, Flip Flop Translator and Jandal Boutique. At the Jandal Boutique, users design their own ultimate flip-flop and send it to a friend.
The airline teamed up with fashion designers to create their take on the ultimate flip-flop for LA residents. International model and fashion icon Rachel Hunter and New Zealand based brand Huffer will each design exclusive flip-flops that highlight their personal flair and kiwi style. Throughout the campaign, Angelino's can receive Huffer's creation through the marketing activities. Hunter's flip flop will be unveiled at a later date.
Throughout the two-month campaign, the "Chilled Out Way to London" slogan is on billboards and busses throughout LA. The advertisement consists of a British guardsmen working at his post, but wearing flip-flops instead of boots.
In addition, several surprise marketing stunts will be executed throughout LA. At the Third Street Promenade in Santa Monica, Calif. on May 3, a beefeater improv group will perform and the 98.7 FM van will distribute designer flip-flops to shoppers. Other shocking events will be revealed throughout the campaign.
The LAX to LHR non-stop route is highly competitive in the LA market. More than 10 carriers fly the route daily and the city is covered with carriers' billboard advertisements.
"Air New Zealand does things differently," said Poulton. "We aren't just going to put up a billboard and call it a campaign. Our executions reflect our quirky airline, and our approach is speaking directly to the consumer. This allows us to personally invite passengers to be a part of our fun culture. We encourage Angelinos to leave their flip-flops on and stay relaxed during the journey - while still receiving outstanding Kiwi service."
For more information about Air New Zealand's Flip My Flop campaign, please go to www.airnewzealand.com.
About Air New Zealand
Air New Zealand offers more direct flights to the South Pacific than any other airline, including non-stop flights from San Francisco, Los Angeles, Honolulu, and Vancouver to New Zealand, as well as Los Angeles non-stop to the Cook Islands and Samoa. Other popular destinations include Australia, China, Japan and Tonga. In addition to flying non-stop Los Angeles-London, Air New Zealand's newest route, between London and Hong Kong, now allows customers to fly round-the-world on one airline. Consistently rated among the world's best international airlines, Air New Zealand's most recent accolades include recognition by the Condé Nast Traveler Reader's Choice Awards, the Travel + Leisure World's Best Awards and Business Traveler Magazine. United Mileage Plus, US Airways Dividend Miles and Air Canada's Aeroplan members earn and redeem mileage on select flights. Flight and vacation essentials can be booked on AirNewZealand.com. Flight and vacation bookings can also be made by calling 1-800-262-1234 in the USA and 1-800-663-5494 in Canada.
NOTE: The content of all Air New Zealand media releases are accurate at the time of issue, as stated at the top of each release. For updates on any changes, please contact Air New Zealand.
Air New Zealand is proud to be a member of Star Alliance. The Star Alliance network was established in 1997 as the first truly global airline alliance to offer worldwide reach, recognition and seamless service to the international traveller. Its acceptance by the market has been recognised by numerous awards, including the Air Transport World Market Leadership Award, Best Airline Alliance by both Business Traveller Magazine and Skytrax. The member airlines are: Adria Airways, Air Canada, Air China, Air New Zealand, ANA, Asiana Airlines, Austrian, Blue1, bmi, Continental Airlines, Croatia Airlines, EGYPTAIR, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, Shanghai Airlines, Singapore Airlines, South African Airways, Spanair, SWISS, TAP Portugal, Turkish Airlines, THAI, United and US Airways. Aegean Airlines, Air India, Brussels Airlines and TAM have been announced as future members. Overall, the Star Alliance network offers 19,500 daily flights to 1,071 airports in 171 countries.