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ADVERTISING CAMPAIGNS

Air New Zealand ‘Fresh’

Agency: Fox Kalomaski

Client: Air New Zealand

Air New Zealand is set to reveal a refreshed brand personality with a new and distinctive marketing approach.

Created by UK advertising agency Fox Kalomaski, the 'Fresh' campaign aims to ally the Air New Zealand in-flight service and product with the natural, innovative and refreshing qualities associated with New Zealand.

It’s part of the airline’s attempt to target a wider audience of high spending long haul business, leisure travellers and corporate bookers.

The campaign is the biggest ever undertaken by the airline in the UK and has a total budget of £1.5million. It will be rolled out from the end of September until May 2008.

Ads will appear in a variety of national, business, travel press titles along with the latest digital media on the London Underground with 10 second digital escalator panels, five second six sheet LCD posters and the latest digital 48 sheet 20 second cross track poster that launches in Euston Station in October.

Outdoor has been planned and bought through Walker Media.

European marketing manager for Air New Zealand, Kathryn Gregory, said "The 'Fresh' approach is indicative of how we want people to feel after they've flown with Air New Zealand, whether they are travelling for business or pleasure.

“As a country New Zealand is associated with fresh air, nature and space, while Kiwis are renowned for their sincerity, spontaneity, friendly manner and easy going nature.”

She added, “The airline reflects these qualities in its service and product and we are now also highlighting them in our communications with this fresh new campaign."

Fox Kalomaski Managing Partner, Gary Jacobs, explains, "The objective is to communicate what current Air New Zealand users already know: that the carrier is warm and embracing, real and genuine along with the physical advantages including the longest beds in the sky, lots of space, interactive in-flight entertainment and award winning wines."

AJR
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