AIR NEW ZEALAND: Targets Australian market with new ad campaign

Air New Zealand has rolled out a new advertising campaign targeting the Australian market. It features Australian actress and ex-wife of Sasha Baron Cohen, Isla Fisher. The campaign aims to showcase the airline’s offerings for Australians travelling to and from New Zealand.

Storyline

The ‘Somewhere over the Tasman’ campaign follows the journey of a young Kiwi girl travelling alone to Australia. She is seated next to Isla Fisher, and there is some odd banter between them. It’s meant to celebrate Air New Zealand’s hospitality. But given that Isla probably hasn’t travelled in economy, let alone on a commercial flight for years, it falls a little flat to me.

“We wanted someone who embodies fun and resonates with Australians, and Isla Fisher was the perfect choice.”

Kathryn O’Brien, Air New Zealand General Manager for Australia

Flight Connectivity

Air New Zealand operates over 150 return flights weekly between Australian cities and New Zealand destinations. In Australia it flies to Adelaide, Brisbane, Cairn, Hobart, Melbourne, Perth and Sydney. In New Zealand there are direct flights from Auckland, Wellington, Queenstown, and Christchurch. From these locations, passengers have access to 20 domestic destinations within New Zealand and can connect to long-haul flights across Asia, the Pacific, the USA, and Canada.

The campaign aims to strengthen Air New Zealand’s position in the Australian market by emphasizing the hospitality of its services.

2PAXfly Takeout

Quirky is what Air New Zealand does best in its campaign and especially its safety videos. I’m not sure this one hits the mark.

I’m actually an Isla Fisher fan – we all remember those ING ads. But I’m not sure she has the universal recognition in Australia that this campaign assumes. It smacks of a good idea with an execution that doesn’t quite work for me.

On a practical front. Air New Zealand prices in Economy are quite often competitive across the Tasman. Their pricing for Business Class is usually on-par with Qantas, although often a little higher. They do run their Boeing 777 aircarft between Sydney and Auckland, which is appealing, although they currently still have that old fashioned reverse herringbone seating. I think I would prefer the more traditional recliner’s on Qantas Boeing 737s, which is saying something!