Air New Zealand: Nothing to Hide

The 2010 Warc Prize for Ideas and Evidence was launched to reward case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit

Campaign Details

Advertiser: Air New Zealand
Agency: Jarad O'Hara & Jules Lloyd
Brand: Air New Zealand
Campaign duration: May 2009 - March2010
Campaign objective: Increase market share; change brand image
Country: New Zealand
Media budget (USD): $250,001 - $1million
Media used: Internet microsites, Mobile, Newspapers (national), Online video, Out of home (all forms), Public relations, Television (broadcast)

Executive Summary