AIR NEW ZEALAND - Sceptics Branded Content campaign
HOST
Credit: ECD / Director
Brief: Get more Australians to spend their holidays in New Zealand.
Solve: Find, kidnap and convert New Zealand’s biggest critics. That felt like a good place to start.
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Australians usually put New Zealand at the bottom of their holiday wish list. Most are not interested, or want to hear what the country has to offer. So we decided to find our toughest Australian critics, tell them they were selected to feature in their own travel show
– shot in the place they most wanted to visit (Las Vegas, Berlin, Bali, Tahiti, etc.)
And then took them to New Zealand instead.
And then took them to New Zealand instead.
Air NZ Kiwi Sceptics Campaign Video
The episodes ran online and pivotal clips were featured on owned and paid social media channels.OLA banners appeared on other travel sites. Thousands of conversations were prompted and managed on the brand’s own social media channels, redirecting
participants to a dedicated sceptics microsite featuring all four and the relevant flight offers, while supporting messaging ran on targeted travel platforms and other lifestyle-related publications. (Our sceptics turned into mini celeb influencers overnight!)
Branded Content Episodes:
Aussie Aussie Episode
Bali Girl Episode
Hipster Episode