Air New Zealand in 'Fresh' marketing approach

Created by UK advertising agency Fox Kalomaski, and launching this week, the 'Fresh' campaign aims to ally the Air New Zealand in-flight service and product with the natural, innovative and refreshing qualities associated with New Zealand.

With the recent addition of a Hong Kong route to its existing network of New Zealand and Los Angeles, Air New Zealand is now targeting a wider audience of high spending long haul business, leisure travellers and corporate bookers.

The campaign will be rolled out nationally with themed advertisements over a variety of outdoor and print media from the end of September until May 2008. The campaign is the biggest ever undertaken by the airline in the UK and has a total budget of £1.5million. Ads will appear in a variety of national, business, travel press titles along with the latest digital media on the London Underground with 10 second digital escalator panels, five second six sheet LCD posters and the latest digital 48 sheet 20 second cross track poster that launches in Euston Station in October. Outdoor media is also on the schedule, planned and bought through Walker Media.

The new adverts will focus on various themes of the Air New Zealand in-flight experience, from the comprehensive entertainment system and award-winning wines to 'the biggest lie-flat bed in the sky' for Business Premier passengers. The 'fresh' theme will be reinforced in the campaign through the use of strong single colours and images which will deliver the product's messages with a crisp, distinctive tone of voice.

Kathryn Gregory, European marketing manager for Air New Zealand comments:

"The 'Fresh' approach is indicative of how we want people to feel after they've flown with Air New Zealand, whether they are travelling for business or pleasure. As a country New Zealand is associated with fresh air, nature and space, while Kiwis are renowned for their sincerity, spontaneity, friendly manner and easy going nature. The airline reflects these qualities in its service and product and we are now also highlighting them in our communications with this fresh new campaign."

Gary Jacobs, Fox Kalomaski Managing Partner, explains, "We intend to convince the business audience, as well as leisure travellers, that Air NZ is a strong contender for the Hong Kong and LA routes as well as New Zealand. The objective is to communicate what current Air New Zealand users already know: that the carrier is warm and embracing, real and genuine along with the physical advantages including the longest beds in the sky, lots of space, interactive in-flight entertainment and award winning wines."

ENDS

For further press information please contact:

Sarah Hopkins, Communications Manager, Europe 0208 600 7657 or
Kate Woods or Victoria Pilkington at Grayling PR on 0207 255 1100