Air New Zealand: The Kiwi Sceptics: How Branded Content Sold Seats
Agency: Host
Advertiser: Air New Zealand
Author: Tobey Duncan
Total Campaign Expenditure:$1 – 2 million
Executive Summary
There are low margin businesses. And then there are airlines.
High fuel costs, heavy taxes and planes that need to fly whether they are full or not mean every single consumer dollar is aggressively fought over.
In Australia, Air New Zealand's toughest fight is over the competitive 'trans-Tasman route'.
This paper documents how a branded content campaign led to the most successful sales in Air New Zealand history....