Romance campaign proves huge success in China
25 March 2014
Air New Zealand romance campaign proves huge success in China
Romance is alive and well in China as Air New Zealand launches “Love is a Journey,” the latest phase in its popular romance themed marketing campaign.
The airline unveiled the “Romance Class” campaign in China last year with an online safety video highlighting New Zealand as the ideal destination for a romantic getaway.
The safety video has been viewed online more than 890,000 times and the campaign, which ran in July and August, was hugely successful, far exceeding sales targets and winning the airline a legion of fans on Chinese microblogging site Sina Weibo.
The latest phase features a series of heart-warming videos of three couples including influential Chinese social media personalities Molly Wang and Solo Zhuang who starred in last year’s popular online safety video. The pair has a combined social media following of more than 1.6 million fans.
The three couples are individually interviewed about their “journey of love” and how travel has played a role in each of their relationships.
Air New Zealand Chief Sales and Commercial Officer Cam Wallace says the “Romance Class” campaign has proved a great success amongst China’s romance seeking set and this latest phase of the campaign seeks to further drive travel to New Zealand.
“Regardless of age many couples in China dream of a romantic New Zealand holiday and consider New Zealand an ideal destination to marry, to honeymoon or to celebrate an anniversary.
“Romance is a year round, premium and special interest segment that both Air New Zealand and Tourism New Zealand are committed to growing in China. We are confident the latest phase of our campaign will cement New Zealand’s reputation as a romantic, must see destination for couples.”
In addition to the videos, which will be launched on Douban, an online travel portal and featured through video and social media platforms including Youku, Sina Weibo and WeChat, the airline will launch a series of special deals including a 48-hour sale from today.
The videos with English subtitles can be viewed exclusively online here at Air New Zealand’s YouTube channel.