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World’s first 3-D travel website for Air NZ

World’s first 3-D travel website for Air NZ

“Ready to see the world in a new way?” Ground-breaking new 3-D website and integrated campaign launches
in New Zealand and Australia /

31 July 2006 – AIM Proximity, New Zealand’s leading direct and interactive marketing agency, is today launching a unique 3-D integrated campaign for Air New Zealand that includes the world’s first 3-D travel website. The ground-breaking campaign that goes live today, in both New Zealand and Australia, is designed to attract more people to take advantage of Air New Zealand’s range of special offers.

“Ready to see the world in a new way?” - that’s the core message of the direct marketing campaign element. Over 300,000 people in New Zealand and Australia are being mailed 3-D glasses, enabling them to fully interact with the websites. Elements to the campaign include live 3-D chalk drawing demonstrations, in-flight giveaways and field marketing initiatives in a number of airports and city centres, including Auckland and Sydney. There will also be retail promotions and 3-D giveaways after screenings of ‘Superman Returns’ in Auckland’s IMAX cinema. A 3-Destination holiday competition is used to enhance the offering for both markets.

Steve Bayliss, General Manager of Marketing Air New Zealand, comments: “In today’s competitive travel market you have to be innovative in order to capture people’s attention. The campaign AIM Proximity developed has been designed to engage and involve consumers with the visually arresting elements of each of the three destinations on offer.”

Mike Cunnington, Managing Director at AIM Proximity, says: “This ground breaking campaign is designed to stand out amongst the crowd. We were keen to do something creatively different and technically unique. This is the world’s first 3-D travel site and the fully integrated campaign is all in 3-D, making it a truly interactive experience. The great thing about it is that we have utilised our full range of capabilities, from website development, leading-edge creative design and 3-D digital development work, to live marketing and promotions. It has been a real team effort and shows the breadth of capability across the agency.”

“This is one of our most inventive campaigns to date from a purely technical perspective. The 3-D website is fully interactive enabling users to navigate around the site at their leisure, visiting and really experiencing various holiday destinations. It’s fantastic that Air New Zealand has embraced such an original concept – we could not do such great work without great clients”, Mike adds.

The campaign will run for three weeks, after which time winners for both the New Zealand and Australian campaign will be announced. The 3-Destinations you can explore on the New Zealand website and ultimately win as part of the holiday competition are Tahiti, Los Angeles and Fiji. The 3-Destinations for Australia are New Zealand, Rarotonga and Los Angeles.


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