Air New Zealand Paint Job
The Idea
I saw lots of new ads this morning on the Tube that I was trying to work out which airline they were for - the text and font were definitely eyecatching but they were on the new digital escalator ads and I never managed to catch the brand. Bit this email from Jaz, who was working with Air New Zealand to promote their latest campaign, It’s a Kiwi Thing.
The campaign, devised by creative agency Albion, reflects the ‘kiwi can-do’ philosophy embodied by Air New Zealand’s staff, and is part of the airline’s bid to make the unique attitude famous around the world.
Amateur abseiler Captain Clulow spent four hours suspended 65 feet over one of the City of London’s busiest roads in this nail-biting stunt painting the headline. He is the latest Air New Zealand employee to help with its advertising – the campaign also features genuine cabin crew from the airline’s London crew base taking the starring role in the adverts.
They’re spending over 2 million on online, print, underground and outdoor, with the starrring role going to the largest elevation on the City of London, all freshly painted. The campaign is supposed to represent the kiwi attitude, bringing “to life the energy and attitude that sets Air New Zealand apart from the competition.”
What I think
I like the stunt, getting one of your pilots to paint your billboard is pretty good and got the PR they were after. So far I’ve only seen the digital billboards on the tube and I think they’re too busy to grasp the meaning (well, i haven’t got them yet, not been able to read them). The ideas are a lot clearer on the website, where you can also apply to be one of the new Inflight concierges (as long as you can swim 50m)
screenshot from site
The Pitch
Nicely done from Jaz, lots of information and a call out to previous blog posts.
Tags: air new zealandRelated Stories
POSTED IN: Buzz Marketing, Integrated and Transmedia Marketing, Pitches
2 opinions for Air New Zealand Paint Job
Air New Zealand’s abseiling pilot : ShinyRed
Oct 21, 2008 at 10:09 am
[…] video - see below - of the activity made it onto sites we love like AdRants, TrendHunter and Behind the Buzz, demonstrating the extra web mileage to be squeezed out of activity via investment in video […]
Air New Zealand’s abseiling pilot « Jazamatazz
Oct 21, 2008 at 10:22 am
[…] video - see below - of the activity made it onto sites I love like AdRants, TrendHunter and Behind the Buzz, demonstrating the extra web mileage to be squeezed out of activity via investment in […]
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