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Marketing Featured ANZ

Air New Zealand shows how daily spending can unlock ‘joy’ in travel in new campaign

New Zealand – As Kiwis celebrate the return of international travel with borders reopened, Air New Zealand‘s loyalty programme Airpoints has launched a new creative campaign that is designed to show New Zealanders how they can transform their everyday spending to unlock the power and joy of travel. 

The campaign, which was developed in partnership with creative agency Bastion Shine and dentsu, includes a 60” AV and a social campaign directed by Adam Stevens and produced by Good Oil. 

Titled ‘Don’t Live Pointlessly’, the campaign shows why travel should be prescribed as a therapy to relieve stress, grow relationships, and aid mental health, and how Airpoints want all New Zealanders to experience those benefits.

Andy McLeish, Bastion Shine’s chief strategy officer, shared, “The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base. We wanted to re-ignite emotional connection with the Airpoints programme through its largest benefit – that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

Meanwhile, Rich Maddocks, Bastion Shine’s chief creative officer, said, “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight. The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully, we’ve done that.”

The campaign is already available across broadcast, digital, social, and OOH. Further activity is also set to launch over the coming months aimed at enhancing engagement with the programme and showcasing the multiple ways to earn and spend Airpoints.

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Marketing Featured ANZ

Air New Zealand’s latest safety video ad pays tribute to native Māori culture, traditions

New Zealand – As New Zealand relaxes border restrictions to welcome tourists, Air New Zealand has launched a new safety video that features its ‘Tiaki Promise’, which encourages both New Zealanders and international visitors to care for the place, culture, and people.

Titled ‘Tiaki and The Guardians’, the story follows Tiaki, a young man who boards a flying canoe and sets off on an adventure across Aotearoa. With the help of Air New Zealand and Julie, who is a character that embodies the rest of New Zealand, Tiaki visits four Māori guardians including Papatūānuku (the land), Tangaroa (sea), Tāne Mahuta (forest), and Ranginui (sky). Along the way, he seeks advice from these guardians on how better to look after them.

Jeremy O’Brien, Air New Zealand’s general manager of brand and marketing, stated that they want tourism to build back better than it was before and part of that is to share with the visitors a sense of kaitiaki – to encourage them to act as guardians of the country. 

He further shared that their safety videos are world-renowned and through them, they have an opportunity to educate and inspire on the importance of Tiaki and everything it stands for, which is about being good hosts and good visitors.

The airline worked closely with the New Zealand Māori Arts and Crafts Institute to design the waka and its carvings. From there it was taken to the various filming locations and flown on wires to create realistic shadows and textures for post-production. Moreover, the cutting-edge LED stage screens, used in The Mandalorian TV series, helped to bring the legends of Māori culture to life.

O’Brien said, “I’d like to thank Pou Tikanga and storyteller, Joe Harawira, New Zealand Māori Tourism and the New Zealand Māori Arts and Crafts Institute for guiding us, right from concept to the building of the waka, and the cultural formalities we followed throughout. The collaborative effort has helped us share this story and the principles of Tiaki authentically.”

The film has been already rolled out across Air New Zealand’s international and domestic fleet and is available to view online.

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Platforms Featured ANZ

AirAsia makes available flights from Air New Zealand on super app

Kuala Lumpur, Malaysia The list of airlines available on the airasia Super App’s Online Travel Agent (OTA) platform continues to grow as Air New Zealand become the latest airline to authorise the sale of its flights on the region’s growing super app. 

Through this commercial collaboration, Air New Zealand’s flights will be available under the ‘Flights’ section of the airasia Super App, aimed at bringing the authentic Kiwi experience to everyone and connecting travellers to discover over 20 New Zealand destinations such as Auckland, Queenstown, Christchurch and more. With its innovative ideas, onboard products, aeronautical design, brand identity and customer service, Air New Zealand has won numerous awards, most recently crowned the World’s Safest Airline 2022 by AirlineRatings.com.

Amanda Woo, CEO of airasia Super App said, “The airasia Super App is a robust and complete OTA platform which is underpinned by a wealth of data that we have gathered over the past two decades, making it the perfect marketplace for airlines around the world to reach the right target audience. Since our completion as a full-fledged OTA in October last year, we have been observing double digit growth month-on-month for bookings of other airlines through our OTA platform.” 

“We would like to welcome Air New Zealand onto our OTA platform, and we look forward to providing all travellers with the best deals with our airline partners through the airasia Super App,” Woo added.

General Manager Asia of Air New Zealand, Jonathan Zhang, commented “With borders reopening, we are excited to welcome back international travellers onboard Air New Zealand through the airasia Super App platform. We continue to offer wide choices, flexibility and our unique Kiwi experience for our customers to fly comfortably and confidently.”

Aside from Air New Zealand, the airasia Super App OTA platform also includes over 700 other airline partners, such as, Air Canada, Air France, Air Mauritius, BQatar Airways, Turkish Airlines, and Philippine Airlines, amongst others.

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Marketing Featured ANZ

Need a hand? Air New Zealand’s latest ad gives Santa an aid to deliver ‘Christmas magic’

Auckland, New Zealand – Christmas is just around the corner, and it’s time for another variety of heart-warming campaigns across the region. Such is the case with the latest ad from airline Air New Zealand alongside creative agency Bastion Shine, which is centered around the theme of aiding others to bring cheer this Yuletide season.

The ad features an assistant elf breaking the ‘news’ to Santa Claus that they might not be able to enter New Zealand this Christmas. While listing down potential personas that Santa thinks can be helpful, he ‘rings up’ flight stewards and asks them for assistance in delivering Christmas gifts across New Zealand. The campaign ends with the phrase ‘magical deliveries might be heading your way’, signalling upcoming campaigns from the airline this season.

As part of their Christmas campaign, the airline offers Kiwis the chance to win daily prizes for the 12 days of Christmas, including Airpoints Dollars™, a rewards program of the airline, and two return tickets to New York.

Air New Zealand Chief Customer and Sales Officer Leanne Geraghty says it has been another tough year for many New Zealanders but things are looking up with international travel on the horizon in 2022, including the launch of the airline’s long-awaited New York route.

“We’re excited to be able to provide some cheer and happiness this holiday season and to be reconnecting friends and whānau when international travel restrictions ease in early 2022,” Geraghty said.

She added, “The daily prize draw along with some surprises around the country are our way of saying thanks to our valued customers for standing by us through another challenging year.”

Speaking about the campaign execution, Simon Curran, CEO at Bastion Shine, said, “There’s no doubt that the whole country has been looking forward to Christmas more than ever this year, so we’re glad to work with our amazing partners Air New Zealand to add a little extra cheer to this festive season. And thankful that we can look forward to 2022 with some optimism, both for Air New Zealand and for the entire country.”

Meanwhile, Josh Frizzell, director at Bastion Shine, commented, “What a great gig to get at the end of a very trying few months in lockdown, love the Air New Zealand crew and the team at Bastion Shine, full support from Reel Factory and a great cast and crew. The dream job to take us all into to Christmas. Thanks Santa!”

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Platforms Featured ANZ

JCDecaux NZ, VIOOH launch first programmatic offering with Air New Zealand

Auckland, New Zealand – Out-of-home media company JCDecaux in New Zealand and global digital out-of-home marketplace VIOOH have launched their programmatic offering in partnership with Air New Zealand.

Said campaign is the first to run programmatically across JCDecaux New Zealand’s airport portfolio. Additionally, it is the first campaign in New Zealand to leverage the global integration between VIOOH’s supply-side platform and Yahoo’s demand-side platform.

The offering, called as ‘JCDecaux PROGRAMMATIC’, is now available to all advertisers interested in booking digital inventory in and around Auckland, Christchurch and Queenstown Airports, and offers the benefit of short-booking lead times and the ability to ‘switch on, switch off and pause’ a campaign. Programmatic digital out-of-home also provides the ability to buy inventory on specific days or during selected dayparts, and based on specific triggers, such as the weather. 

“The launch of JCDecaux PROGRAMMATIC in airports is an important first step towards the wider launch, which will include all JCDecaux roadside Digital Large Format locations, planned for early 2022. Programmatic buying is set to transform the industry in New Zealand, offering advertisers access to high-quality out-of-home inventory with true control and even greater flexibility,” said Mike Watkins, country head at JCDecaux New Zealand.

JCDecaux New Zealand’s exclusive global supply-side platform VIOOH, automates the planning and trading of digital out-of-home. Globally, VIOOH is connected with over 34 DSPs, including foundation partners for the New Zealand market Yahoo and Vistar. In New Zealand, JCDecaux’s programmatic offering will be DSP agnostic, with more integrations planned in the coming months.

“I’m delighted to be announcing our first programmatic out-of-home campaign in New Zealand. New Zealand is a new and growing market for VIOOH, so I’m excited to see how our programmatic out-of-home offerings will enable more advertisers in this market to have access to high quality, targeted media activations for their digital out-of-home campaigns, and therefore drive more efficacy and optimized results,” said Jean-Christophe Conti, chief executive officer at VIOOH.

The campaign is also made possible by dentsu and Yahoo’s omnichannel demand-side platform (DSP).

“Yahoo’s omnichannel DSP makes it easy for advertisers to connect to consumers no matter where they are. To have JCDecaux, a leading out-of-home player, plugged in and trading programmatically on the platform opens up a new world of possibilities. This is only the start of our very exciting global partnership with VIOOH and JCDecaux,” said John McNerney, director of platforms for ANZ at Yahoo.

Meanwhile, Richard Pook, GM for products and partnerships at dentsu, commented, “It’s great to see JCDecaux launching programmatic outdoor with Air New Zealand, offering them flexibility, superior efficiency and audience buying capability. As we fully scale inventory availability in New Zealand over the next few months, I am sure that clients and agencies will rapidly embrace this new and exciting way of buying out-of-home audiences.”