Travel
Air NZ - Nothing To Hide
New Zealand's carrier Air New Zealand was confronted with two fundamental shifts in market dynamics - with the recession in full swing, customers were shopping for cheapest travel deals or cancelling travel altogether. Jetstar entered the NZ domestic travel market, making Air NZ the only full-service airline, competing against two low-cost carriers competing on price. Air NZ had two big tasks: locally, to explain the difference between Air NZ's fully-inclusive fares versus the competiton; globally, to get noticed and counteract the declining travel market.
The campaign focused its main investment into TV, with lower level online support including TVNZ Ondemand, used to build incremental reach of television viewers.
The campaign won Silver at this year's CAANZ Effie Awards.
Air NZ - Grabaseat's Dart Around NZ
With a difficult challenge of creating a differentiated brand based around price, Air NZ created a live event on Breakfast that did just that - achieving record traffic to their site and a 33% increase in brand awareness
This campaign won Gold in CAANZ's Best Use Of Television category 2008.
Southern Cross & Taste Takes Off
After sponsoring Taste Takes Off, Southern Cross's awareness took off too - growing by 19%
