Air New Zealand: Reinventing long-haul travel
Category: Most Effective PR or Experiential CampaignAgency: .99Client: Air New Zealand
Summary
In 2010 Air New Zealand delivered a new game-changing long-haul airline experience. There was a great product to communicate, but expectations were sky-high for the communications, and the brief was to generate controversy to get the world talking.
The Rico campaign achieved genuine global awareness through earned media, including 400 million impressions in the U.S. and three million YouTube views. The campaign ranked 10thin the world for 2010 viral videos and is being used as...