Air New Zealand’s marketing team has taken the cheeky step of persuading its staff to strip off in its latest advert, covering their embarrassment with nothing but body paint.
We salute them. The marketers are so good they’ve even persuaded 90 members of staff to take part and get naked including the airline’s Chief Executive, Rob Fyfe, in a cameo role.
Cynics might say, “You know times are hard for the airline industry when one operator can’t even afford uniforms for its staff.”
But the reality of the ad is that it aims to promote Air New Zealand’s “nothing to hide” stance emphasising the 'kiwi can-do' attitude of New Zealanders and the airline.
The campaign is designed to differentiate Air New Zealand from its competitors who levy additional charges for bag check and in-flight beverages.
And it’s all set, rather appropriately, to the soundtrack of ‘Under My Skin’ by Gin Wigmore.
The TV work is the latest stage in the on-going campaign, which launched in the autumn of 2008.
UK activity has so far involved a PR stunt where a pilot abseiled down a 65-foot high billboard trumpeting the new slogan: “Is it just a kiwi thing?”
Marketing manager for Air New Zealand in Europe, Kathryn Gregory, said, “The campaign really brings to life the energy and attitude that sets Air New Zealand apart from the competition.
“It’s something different to the more traditional style of airline advertising usually seen. The creative executions are standout and give our world-class crew the recognition they deserve.”
The TV work, rather unfortunately, will not screen in the UK, but we’ve tracked it down for your viewing pleasure. See it by clicking the link below.
And here’s a ‘behind the scenes’ special.
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