Air New Zealand Focuses On Younger Travellers
Friday 3 October 2003
AIR NEW ZEALAND FOCUSES ON YOUNGER TRAVELLERS AS TASMAN EXPRESS GETS READY TO FLY
Less than one month out from the take-off of Air New Zealand's Tasman Express on October 29, the airline is launching a new TV campaign on Sunday to target travel-loving young professionals.
Website-savvy younger travellers who travel regularly, and spontaneously, have proved strong supporters of Air New Zealand's move to online sales. The 18 - 35 age group represent a significant proportion of Kiwi leisure travellers to Sydney and are an important target market for Tasman Express.
The new 60-second ad follows the same gently humorous approach as the current trio of 'Grandparents', 'Fishing Fleet for Sale' and the 'Kiwi Band in Los Angeles' commercials which have already won the airline and its advertising agency Colenso BBDO a number of key New Zealand marketing awards.
Unlike traditional airline advertising, no overt shots of aircraft are used.
The focus is on people and their stories - in this case a young man trying to find the perfect moment to propose to his girlfriend.
Although the story is aimed at the younger market, the 60-second commercial and a suite of four 15-second follow-on ads aim to show that affordability and ease of online booking are the hallmarks of Tasman Express.
Air New Zealand's Vice President Marketing & Alliances Ed Sims described the marriage proposal story as "a funny, warm message everyone can relate to which underlines the importance of being there".
"Travelling to Australia is no longer a major financial decision that can only be considered once every few years. We're demonstrating through Tasman Express that it's now possible for more Kiwis to fly more often to Australia, especially younger travellers who can be more spontaneous in their decision making," he added.
The marriage proposal ad is the work of leading director Tony Williams, who made the famous Toyota "Bugger" ads as well as the current collection of Air New Zealand Express Class commercials
It will run for an initial campaign period of eight weeks.