Air New Zealand – Nothing to hide

Category: Most Integrated Campaign; Paradigm Shift
Agency: .99
Advertiser: Air New Zealand

SUMMARY

2009 saw turbulent times ahead for Air NZ.

We were confronted with two fundamental shifts in market dynamics.

With the recession in full swing, the travel market was in crisis. Customers were shopping for cheapest deals or cancelling travel.

Jetstar entered the NZ domestic travel market. Air NZ became the only full-service airline, against two low-cost carriers leading on lowest price and charging for other items through the journey.

We had two big tasks.

Locally, we needed to explain the difference between Air NZ's fully-inclusive fares vs the competition.