Air New Zealand launches campaign with new sense of space

The campaign, which includes an appearence by All Black Doug Howlett, has been launched to promote the group's promise of extra space and on-demand entertainment options for all classes.

The airline has chosen to use bound-in inserts, described as "Z folds", with a hidden folded page and the strapline "the best thing about New Zealand is the wide open spaces... in every class".

Christie Lord, Air New Zealand's Europe marketing manager, said: "Air New Zealand is progressively introducing a totally new look and feel to its long-haul services from London from November 6, which will offer extra space in a new Business Premier cabin, a new Premier cabin -- a first for flights to New Zealand -- and state-of-the-art on-demand entertainment options for all classes.

"The media challenge was to make this message stand out against a backdrop of massive competitor activity."

The integrated campaign will target the London and South East "biased consumer" and includes bus T-sides and mega rears and consecutive pages in national press supplements, as well as through Conde Nast Traveller and Sunday Times Travel Magazine.

The Z folds can be seen in August issues of those publications and all other activity can be seen now.

The planning and buying has been done by Walker Media.

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This article was first published on brandrepublic.com