Air NZ promo pulls on the heartstrings

By IRENE CHAPPLE

Air New Zealand launches its new brand campaign this weekend, discarding any remnants of glamour in place of some down-home, heartstring-tugging advertising.

Karly, the globe-trotting nymphette with the silky blue ribbon who was the airline's former advertising icon is now well buried.

Air New Zealand's Express class launch advertising introduced the tagline "being there is everything" and set the groundwork for the upcoming campaign.

Described by marketing and alliances vice-president Ed Sims as an airline"opening its heart", the bridge advertising had a focus group "likeability" of 70 per cent and awareness of 90 per cent.

Since Express was introduced, Air New Zealand has increased its passenger count by 20 per cent, with online domestic bookings jumping from 5 per cent of sales to 40 per cent. Now, Air New Zealand needs to cement its new brand, convincing passengers not to treat it as a novelty promotion but as a budget airline of choice.

The new campaign is expected to last about two years, with the first of three stories showing the birth of a grandchild.

The feel-good story shows an excitable grandmother dragging the hen-pecked grandad to visit the new child. The baby, of course, wins grandad over with one cute look.

The grandmother then flies around the country showing friends photos of the new baby.

The campaign reflects modesty, warmth and recognition of customers rather than the iconic image promoted in Air New Zealand's previous advertising, says Sims. It shows the tangible benefits customers get from the airline.

Sims says it responds to Telecom advertising which promotes the use of technology to keep in touch without needing to be physically close.

Air New Zealand's rebirth is also reflected in the advertising spending, says Sims, with about $3 million tagged for the campaign's three separate stories.

Thirteen advertisements have been produced by Colenso BBDO, with two other stories focusing on New Zealand corporate domestic travellers and New Zealand originating international flyers. The 17-day shoot was filmed largely in New Zealand.

"We're talking about being the 37th largest airline in the world rather than the largest in New Zealand," says Sims. "It is a challenger brand as opposed to an icon brand, more focused on how far you've got to go rather than where you've been."

Sims says the Express service has huge potential: "The reality is that many New Zealanders still don't fly. So the opportunity for growth is really quite high."

It is hoped the brand will be cemented with consumers in three to six months.