Flying in the face of convention has become the modus operandi for Air New Zealand, which has propelled its brand onto the international stage by using multimedia tools that showcase the carrier's wit, humour and personality.
Air New Zealand's safety videos are already the stuff of marketing legend. A 2009 video featuring flightcrew nude except for body painted uniforms was so wildly successful on YouTube that few in the industry could have imagined the carrier would be able to quickly replicate such viral video magic.
That's exactly what Air New Zealand did when it launched its latest video, "Fit to Fly", with American exercise icon Richard Simmons. The video drew in millions of viewers worldwide, captured the attention of the four largest TV networks in the USA and generated what the carrier acknowledges is an "unbelievable degree of international reach" for a "little airline from the bottom of the world".
In addition to its safety videos, Air New Zealand has achieved remarkable success with online videos featuring Rico, a puppet with a penchant for sexual innuendo that started life as a brand ambassador for the carrier's Boeing 777-300ER long-haul product, but has turned into the airline's mascot.
"Rico has given us an entry to have conversations with influencers and media that we would not have been able to have in the past," says Air New Zealand general manager marketing and communications Mike Tod.
For example, Air New Zealand is now actively engaged in a conversation "with one of the world's biggest movie studios" on a possible collaboration.
Air New Zealand also has "celebrities wanting to work with the airline" after a video featuring Rico and American rapper Snoop Dogg proved successful, says Tod.
"I think Air New Zealand is game changing," was one judge's comment. Another said it was in an "industry leading position - pushing the outer edge".
So successful has the video push been that retail brands are wanting to discuss product placement in the videos. "Given that we have a significant reach and following we're seeing companies with quite strong influences wanting to work with us," says Tod.
Air New Zealand's refreshing tongue-in-cheek attitude is certainly part of the carrier's secret to success. So too is its decision not to isolate its marketing team. "We believe you need public relations, social media and traditional marketing standing side by side. All three work together to deliver a cohesive strategy. Each builds off each other and builds a snowball of momentum," says Tod.
For instance, it kept the buzz going about its "Fit to Fly" initiative by launching a "Like Totally 80s" photo contest on the Air New Zealand USA Facebook page to find the American with the best style from that era.
The cumulative result is that awareness of Air New Zealand is at an all-time high globally. "Our bold experiment with social media and online video have proved that in the modern marketing world, the old rules are breaking down. Impact and reach are no longer based on how big your budget is. They're driven by personality, energy and a commitment to doing things in a fresh and fun way," says Air New Zealand.
The carrier has no intention of resting on its laurels. "Part of the success of this team is it is a highly nimble team that is not afraid to let itself push the ideas," says Tod, who reveals the carrier now has an idea up its sleeve that might finally crack the code on monetising social media.
Source: Airline Business
