Posts tagged ‘Air New Zealand’
December 2nd, 2011 by Ben Fahy
Rico, the furry, double entendre-loving puppet, was a polarising mascot for Air New Zealand. Some felt his lewd conduct was ‘off’brand’ and a bad look for a premium airline that had lost its marketing way. Others felt it wasn’t aimed at New Zealanders and was a smart, fun way of gaining a heap of international attention via the airline’s social media channels. He was cerainly one of the most talked-about marketing things of the year, but now, in typically dramatic fashion—and with a smart digital tie-in to the boardgame Cluedo—Rico has been killed off. Read more »
November 23rd, 2011 by StopPress Team
The WLG pop-up restaurant in Fitzroy, Melbourne, is now into its second week and it’s proving fairly popular with the locals, just as the first incarnation did in Sydney. And Air New Zealand has jumped on the bandwagon by getting a few of its cabin crew to perform an in-restaurant safety video and dishing out free return flights to Welly to 60 lucky diners. Read more »
November 15th, 2011 by Ben Fahy
There’s been a lot of chatter about the benefits of sponsorship and the threat of ambush marketing over the past few months. Some believed the All Blacks were a more valuable property to be associated with, others believed the Rugby World Cup was worth the sizable investment. So we were interested to see this Nielsen data showing which brands the hoi polloi perceived as sponsors of the event in June and then again in October. Read more »
November 4th, 2011 by Ben Fahy
The Air New Zealand business is thought to be up for pitch, with a rumoured list of Saatchi & Saatchi, DraftFCB, Special Group and the incumbent .99/Colenso all gunning for one of the country’s best-loved brands. Read more »
October 25th, 2011 by Cath Winks
As the nation shrugs off its collective hangover and tries to return to normality, many are struggling to remember life before the World Cup… What did we care about? What do I do? But at Air New Zealand it was straight back to business as usual, and first up was ensuring the airline’s continuing support for the All Blacks. Read more »
October 6th, 2011 by Ben Fahy
We’ve seen Rob Fyfe and various staff prancing about in the nude, the puerile puppet of indeterminate provenance and the All Blacks and Richard Simmons in the safety videos. And now we welcome Mason & Jason, “the truly inseparable sheep twins”. Read more »
September 23rd, 2011 by Ben Fahy
In a recent Idealog column, David MacGregor wrote: “User experience (UX) is a central thought for marketing today. Products are just stuff. There is no shortage of replacements for yours.” When you consider that more than a third of Air New Zealand’s revenue is generated by its global websites, and nearly half the people visiting go straight to the booking search tool, UX is an especially important aspect of the increasingly digital-centric travel industry. Those figures look likely to increase, so Air New Zealand has heeded the words of the digital soothsayers and made www.airnz.co.nz more customer friendly with the most significant changes to the site’s usability in six years. Read more »
September 2nd, 2011 by Ben Fahy
At the beginning of 2007, Air New Zealand identified that to remain competitive and continue to build revenue and value it had to escape the ordinary and take a leadership position by creating a best-in-class long haul experience—and not just for the front of the plane, for everyone on the plane. Not only that, it also aimed to provide a story of Air New Zealand’s—and New Zealand’s—innovation to the world, build international talkability around the brand and give it a two-year leap on the competition. Read more »
August 24th, 2011 by Ben Fahy
The 2011 TVNZ-NZ Marketing Awards were dished out last night at the Langham in Auckland in front of around 450 industry bods and a host of game changers and bar-raisers—some well-accustomed to collecting such awards, some venturing up on stage for the first time—were announced. But it was Progressive Enterprises that came away with the most coveted award of the night for merging three of its supermarket brands into one and forging a bold new positioning based on an enhanced definition of consumer value. Read more »
July 21st, 2011 by StopPress Team
Air New Zealand’s recent marketing win at the Airline Strategy Awards had some of you questioning the actual value of the campaign in regards to the airline’s bottom line. But it has continued its wit-inspired, celebrity-clad Rico videos and, much like Richard Simmons’ in-flight video appearance made some cringe, the latest celebrity to fly the online video skies with Air New Zealand could well have a similar shuddering effect. The latest online campaign sees Rico get Skycouch-cozy with a number of celebrities, first up, David Hasselhoff. That’s two seedy characters in one video folks. Read more »
