Air New Zealand: The Kiwi Sceptics – planning for the era of branded content
Rory Gallery and Tobey DuncanHost Australia
Summary
This is a tale of how planning contributed to the creation of entertaining branded content that people actually watched.
Air New Zealand needed to grow the number of Australian visitors to New Zealand (NZ), which was a challenge because most Australians felt NZ wasn't a progressive holiday destination. However, research revealed that anyone who ever goes to NZ absolutely loves it.
We needed to find an interesting way to tell this to Australians, so we looked to the...