AIR NEW ZEALAND - Sceptics Branded Content campaign
Credit: ECD / Director
Brief: Get more Australians to spend their holidays in New Zealand.
Solve: Finding and converting NZ’s biggest critics felt like a good place to start.
Australians usually put New Zealand at the bottom of their holiday wish list. Most are simply not interested in what the country has to offer.
So we decided to find our toughest Australian critics, tell them they were selected to feature in a program shot in the place they most wanted to visit (Las Vegas, Berlin, Bali, Tahiti, etc,) and then took them to New Zealand instead.
The content created shows the journeys of four sceptical Australians - all starting off pissed off and disappointed - and what it took for New Zealand to change their mind.
The episodes ran online, and pivotal clips were featured on online banners appearing on other travel sites. Conversations were prompted and managed on a dedicated microsite featuring relevant flight offers, while supporting press ran alongside in targeted publications.
Air NZ Kiwi Sceptics Campaign Video
Branded Content Episodes:
Aussie Aussie Episode
Bali Girl Episode