Air New Zealand has appointed integrated consultancy Diffusion to develop an integrated communication campaign across mainstream media and drive social media strategy.
Last year Air New Zealand was recognised by the World Travel Awards as Australasia’s Leading Airline.
The campaign will focus strongly on articulating and building the airline’s brand both with a focus on quality of service, new in flight features and amplifying Air New Zealand’s ‘Forget all you know about flying’ marketing campaign.
Diffusion will run a sustained media relations and online influencer campaign to promote Air New Zealand’s two key routes from London Heathrow to Los Angeles and Hong Kong as well as routes to destination New Zealand.
Work will begin with promoting the airline’s acclaimed new Skycouch and Spaceseat products that were introduced to London routes in April.
Skycouch is a new design that is revolutionising ‘economy’ air travel by turning three individual seats on a Boeing 777 into a single “skycouch’‘, to give couples and those travelling with children a more flexible space when flying.
Air New Zealand Skycouch
The seats are already becoming affectionately known as ‘Cuddle Class’.
Sarah Hopkins, communications manager for Air New Zealand Europe commented: “Diffusion impressed us with their ability to quickly get under the skin of the Air New Zealand brand and bring freshness, tenacity and creativity of thinking that matched our own.
“We needed an agency which really understood today’s interconnected media landscape and was expert in designing and implementing integrated communication campaigns and at the same time understands traditional media relations well.”
Air New Zealand has developed a strong reputation for its use of video virals, and Diffusion will drive online seeding and media amplification of video campaigns as well developing concepts for future digital campaigns.
A new in-flight safety video “Fit to Fly” featuring US fitness legend Richard Simmons, released by the airline in March secured over one million views on YouTube in just three days.
‘Fit to Fly’ follows on from the airline’s hugely successful Nothing to Hide and Bare Essentials of Safety inflight video campaigns which have totalled more than 12 million views on YouTube to date.
Ivan Ristic, co-founder and director, Diffusion added: “The airline market is a very competitive space and Air New Zealand’s creative marketing campaigns have carved out an unmistakable identity as the airline with personality.
“We are looking forward to working with Air New Zealand to tap back into the fun and excitement of air travel, implementing an integrated campaign across traditional and social media to drive forward the next stage of encouraging us all to forget everything we know about flying.”