Air NZ campaign targets conversion

Air NZ campaign targets conversion
By admin


Air New Zealand has launched a campaign to convince Australians considering a Kiwi holiday to cross the Tasman – by winning over four Australians with no desire to cross the ditch.

Much like P&O’s landlubber campaign, the carrier will see “Kiwi Sceptics” shown an “unexpected” side of New Zealand in an attempt to change their minds.
The campaign, Air NZ’s biggest in a decade in Australia, features four reality-style web-episodes.
“Research here tells us that there are 5.3 million people who seriously consider New Zealand as a destination, yet only one in five of these people actually make it across the ditch each year,” Air NZ marketing manager Australia Kerry Millier said. “We figured if we could change the minds of those most sceptical, we should be able to convince those who are sitting on the fence.”
Meanwhile, general manager Australia Cam Wallace said the sheer choice of destinations from Australia was the airline’s “biggest challenge”.
“Australia is a very cluttered market,” he told Travel Today. “There’s a whole range of airlines and destinations seeking to get business out of this market because it’s perceived to be relatively robust from an economy perspective.”
In addition, it was considered “relatively safe” by Australians, who put off visiting NZ in favour of more exotic destinations.
“It’s always going to be there,” Wallace said, adding that the current strength of the Australian dollar provided travellers with a further incentive to fly long haul.
He added that the airline’s challenge did not stop at simply persuading people to visit New Zealand – but do so on an Air NZ or Virgin Australia aircraft.
“For us, it’s about the conversion, making sure that all the people that say they want to come to NZ actually jump on a plane, but its also about making sure that the majority jump on an Air NZ or a Virgin Australia plane to get there,” he said.
To view the web-episodes click here (www.kiwisceptics.com).

Latest News

  • Cruise

Silversea sets sail on its 2025 World Cruise

Experiential luxury and expedition travel brand, Silversea, has set sail on its 2025 World Cruise, Controtempo, taking guests to 59 destinations over 136 days. The cruise set sail from Tokyo on 13 January and arrives in New York on 29 May 2025. Guests will experience many of the most iconic cities and off-the-beaten-path gems in […]

  • Hotels

Dusit International announces two new hotels in the Philippines

Thailand hotel and property development company Dusit International has strengthened its presence in the Philippines with two new hotels in Mindanao, set to open in late 2029. The company, represented in the Philippines by Dusit Thani Philippines Inc., has signed hotel management agreements with IDC Prime. IDC Prime is a wholly owned subsidiary of Italpinas […]

  • Destinations
  • Hotels

Elite Havens adds luxury new villa to its portfolio

Elite Havens, a premier luxury villa rental and management provider, has added a new villa to its existing portfolio of over 250 villas now available for rent in Phuket, Thailand. The Surin Seaview Villa is a three-storey hillside retreat nestled on the hills of Phuket’s beautiful west coast and offers breathtaking views of the Andaman […]

  • Destinations
  • Events

Lunar New Year celebrations across Asia

As the Lunar New Year approaches, various destinations around Asia have announced the different celebrations they have lined up. Fire show, live band, instrumentalists, and bartenders flair show The Anam Group’s two beachfront resorts in Cam Ranh and Mui Ne will celebrate the most significant time in the Vietnamese calendar, Tet, with a broad spectrum […]

  • Conferences

The Australian Tourism Exchange heads to Brisbane Convention & Exhibition Centre from 27 April

The Australian Tourism Exchange (ATE) will be held at the Brisbane Convention & Exhibition Centre from 27 April to 1 May 2025. Tourism Australia requires all sellers attending the event to submit a front panel graphic with one image representing their business for marketing purposes at ATE25, while Destination NSW requires sellers to submit a […]

  • Appointments
  • News

New acting CEO of Destination NSW appointed

Karen Jones has commenced her role as Acting CEO of Destination NSW, taking the reins for an interim period of approximately six months. During this time, the Department of Creative Industries, Tourism, Hospitality and Sport will recruit for a permanent CEO. Jones brings over 27 years of leadership experience in state and local government. Most […]