LA launch for Air New Zealand’s first ever global brand campaign
The campaign will kick off in the US on Thursday night (Friday afternoon NZT) with a star-studded event in Los Angeles then roll out progressively across the UK, Europe, Asia and South America in coming months.
It's set to feature New Zealand's own Sam Neill (Hunt for the Wilderpeople; Jurassic Park) as the voice of CGI character Pete, a kiwi who wants to see the world but is hampered by his inability to fly. Pete takes viewers along on his journey to show travellers the Air New Zealand inflight experience.
The campaign follows the success of a similar marketing approach launched in Australia last year featuring a CGI goose named Dave who has been convincing Australians that Air New Zealand offers a better way to fly long haul to North and South America.
Air New Zealand General Manager of Global Brand and Content Marketing Jodi Williams says, "This first phase of the campaign is targeted at North American travellers interested in visiting New Zealand - and potentially Australia - as well as those travelling between LA and London. It uses Pete the kiwi to win potential customers over with our award-winning product and service.
"In the past year alone there's been a 26 percent increase* in the number of visitors arriving in New Zealand from the US, but more importantly research shows there are still around 27 million** Americans interested in holidaying in New Zealand, demonstrating the huge potential of this market.
"We've conducted detailed consumer research all over the world to gain greater insight into travellers' habits and their understanding of our products and services. Interestingly, we found that perception of distance is one of the greatest barriers to travel to New Zealand with some consumers believing we're 20 hours or more flight time away. By showcasing our direct services and inflight products in an innovative and creative way, we hope to bust those myths and get more international visitors to commit to travelling on Air New Zealand."
Campaign hashtag: #BetterWayToFly
* TNZ arrivals data - year to June 2017.
** TNZ Active Considerer Monitor.
Issued by Air New Zealand Public Affairs ph +64 21 747 320
About 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 recognized by numerous awards, including the Air Transport World Market Leadership Award and Best Airline Alliance by both Business Traveller Magazine and Skytrax. The member airlines are: Adria Airways, Aegean Airlines, Air Canada, Air China, Air India, Air New Zealand, ANA, Asiana Airlines, Austrian, Avianca, Avianca Brasil, Brussels Airlines, Copa Airlines, Croatia Airlines, EGYPTAIR, Ethiopian Airlines, EVA Air, LOT Polish Airlines, Lufthansa, Scandinavian Airlines, Shenzhen Airlines, Singapore Airlines, South African Airways, SWISS, TAP Portugal, Turkish Airlines, THAI and United. Overall, the Star Alliance network currently offers more than 18,400 daily flights to 1,300 airports in 191 countries. Further connecting flights are offered by Star Alliance Connecting Partner, Juneyao Airlines.
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