On January 28, Air New Zealand launched its new brand campaign on nationwide television, cinema, and outdoor billboards. It is the successor to the highly popular Being there is everything series that ran from late 2002 through till the end of 2005.
The new Amazing Journeys. Every Day campaign, centres around three 90 second television commercials which were developed and filmed around New Zealand over the latter part of 2006.
Air New Zealand General Manager Marketing Steve Bayliss says the Amazing Journeys theme exemplifies the heart of Air New Zealands brand.
Central to our brand promise is a set of beliefs that include our belief that the only way to truly say I love you is with a hug, and that we live in the most inspiring place on earth. As such each of the stories in the commercials has been created to capture the scenic magic of New Zealand, the spirit of our people and the character of our airline. They emotionally celebrate the precious human connections we help our customers make every day.
In keeping with previous Air New Zealand campaigns, staff were involved in the creative process by submitting their personal amazing journey stories, to help inspire the creative team behind the new campaign.
Mr Bayliss says the response was tremendous and from the stories received, Air New Zealands marketing team identified several universal themes that provided agency Colenso BBDO with the inspiration for the three new advertisements; Mother, Grandfather, and Chef.
The campaign showcases New Zealands stunning landscape through breathtaking aerial shots. It creates powerful dreamlike sequences and encourages viewers to have a romantic connection with, and sense of pride in their country, says Mr Bayliss.
Colenso BBDO’s Creative Director Richard Maddocks says the agencys challenge was to dramatise in an original and innovative way - the power of the real human emotions that Air New Zealand enablesevery day. And also to rekindle the strong connection with the land and culture which is intrinsic to the Air New Zealand brand.
We also wanted bring back some of the magic of flight to the brand, says Mr Maddocks.
The original music was scored by Jim Hall of Auckland based Soundtrax and New Zealand singer Jayne Elleson, chosen for her haunting voice, provides the vocals. To capture the emotion of the stories Maori phrases that talk of reconnecting with loved ones and places make up the lyrics.
The Air New Zealand Amazing Journeys brand campaign will be shown on television, in cinemas and on outdoor billboards throughout the country from January 28, 2007.