LOS ANGELES: Air New Zealand has started a review of its North American PR account. CRT/tanaka is the incumbent on the business.
The airline began the review because it feels now is the right time to reassess its “PR and social media agency needs in this market,” said Marie Hosking, head of public affairs at Air New Zealand, via email. The firm hired CRT/tanaka as AOR in 2007, replacing Cohn & Wolfe at that time.
“CRT/tanaka continues to be a great partner for us, and they are taking part in the review process as the incumbent,” Hosking added. She did not disclose the account's budget.
Hosking declined to name the other firms in the review, but said a decision will be made this summer.
Representatives from CRT/tanaka were not immediately available for comment.
In 2009, CRT/tanaka worked on a “matchmaking flight” initiative for Air New Zealand, designed to attract more single American travelers to visit the country.
Due to the “positive return to growth” on the number of US travelers to New Zealand, the company recently launched the Air New Zealand Explorer pass. The promotion is exclusively available to US and Canadian consumers traveling on Air New Zealand flights to the country, Australia, and the Pacific Islands. It gives travelers the opportunity to purchase three to 10 flights using zone fares.
Earlier this year, Air New Zealand reported a net profit of $83 million in the second half of 2012, more than doubling its net profit from the same period in 2011.
Last month, The Emirates Group picked MSLGroup as US AOR for international airline Emirates, as well as other business units within the company after an RFP process.