No-frills extends to advertising budget

By IRENE CHAPPLE

Air New Zealand's advertising for its new no-frills flights was produced on a minuscule budget compared with past campaigns.

"Runway", a television advertisement that tugs at the heartstrings, began screening last night.

The production by Colenso BBDO cost less than a quarter of the $2.5 million spent creating the ribbon-twirling, globe-trotting Karly campaign.

Filming was done in Queenstown.

Up to five separate brand advertisements would be created for the same production cost as the Karly campaign, said Air New Zealand's vice-president, marketing and alliances, Ed Sims.

While that figure did not include media buying costs, Sims said the airline's multimillion-dollar marketing budget had been tightened and was now "lean and mean".

The advertising focus is markedly different in "Runway", which rejects the glamour of the past and focuses on the basics.

The campaign was researched through focus groups, and Sims said the overwhelming message was that past advertising was too complicated.

"We stripped right back to the basics.

"It is reflecting the changes in the Express service.

"People come looking for lowest prices, highest frequency and the fastest way to get from A to B."

The television campaign also takes a glance backwards, with a sombre voice referring to the airline's recent financial troubles.

Equating airlines with umbilical cords and backed by the sounds of a heart-throb, the voice recalls that the "heart was in danger of beating no more".

The reference was compulsory, said Sims.

"We have to bring it up.

"I don't think we can say to our major shareholder that everything's okay.

"It's been a bloody hard year."

Sims said the advertising was not out to milk sympathy, because thatwould not sell the product.

The initial television commercial, which features Devonport singer-songwriter Rikki Morris, will screen for about three months, featuring prominently for the first fortnight.

There will also be print and outdoor advertising.

A direct marketing campaign will target Air New Zealand's airpoints customers.

Later advertising would focus on particular markets, said Sims.

"This one is more the advertising for everybody, [to introduce] the new service initiatives."