A new £1.5 million advertising push for Air New Zealand will see the carrier target high spending passengers.
It is the biggest ever undertaken by the airline in the UK.
The ‘Fresh’ campaign aims to ally the airline’s in-flight service with the “natural, innovative and refreshing qualities” associated with its home country.
Air New Zealand is targeting a wider audience of high spending long haul business, leisure travellers and corporate bookers through the promotion created by UK advertising agency Fox Kalomaski.
It is being introduced nationally from the end of the month until next May with themed advertisements over a variety of outdoor and print media.
Adverts will appear in national, business and travel press titles along with digital media on the London Underground with 10 second digital escalator panels, five second six sheet LCD posters and the latest digital poster in Euston Station in October.
The carrier’s European marketing manager Kathryn Gregory said: “The ‘Fresh’ approach is indicative of how we want people to feel after they’ve flown with Air New Zealand, whether they are travelling for business or pleasure.
“As a country New Zealand is associated with fresh air, nature and space, while Kiwis are renowned for their sincerity, spontaneity, friendly manner and easy going nature.
“The airline reflects these qualities in its service and product and we are now also highlighting them in our communications with this fresh new campaign.”
Gary Jacobs, Fox Kalomaski managing partner, said: “We intend to convince the business audience, as well as leisure travellers, that Air NZ is a strong contender for the Hong Kong and LA routes as well as New Zealand.”
by Phil Davies
