Best of both worlds
- Client:Air New Zealand
- Project:Everything’s a Little Better
Air New Zealand’s premium onboard service includes a series of extra touches, like fresh food and free-poured wine from full-size bottles. They wanted to drive awareness of these ‘Little Betters’ and create a buzz within the UK travel trade, by sending out a gift box accompanied by a sales incentive during the busy post-Christmas booking period. We created a bespoke box filled with high-end custom gifts and a campaign booklet, and pushed agents to our custom-built microsite through a series of bold and playful trade ads.
Better to give than receive
Air New Zealand has been flying a premium service for almost 80 years, filled with extra touches you wouldn’t expect, like fresh food and free-poured wine from full-size bottles – a series of ‘Little Betters’.
The post-Christmas period is the busiest of the year for the travel industry – people want something else to look forward to, and a summer holiday fits the bill. But at that time there’s also a black-out on tour operators, airlines and the like sending their sales teams to visit the busy travel agencies. Air New Zealand needed a way to stay front of mind.
Presents with presence
They wanted to drive awareness of their ‘Little Betters’ and create a buzz in the UK travel trade by sending out a gift box to 440 key accounts, showing how Air New Zealand does things better than other airlines. The boxes would be accompanied by a UK-wide two-month sales incentive, supported by direct emails and trade press activity.
As for the box content and what it would all look like, that was over to us.
Thinking inside the box
If you’re showcasing a premium product, you need to do it in style. We opted to fill the box with unique high-end gifts, each based around one of the ‘Little Betters’. The gifts were all individually sourced, with some being specially made (like branded coasters and notepads featuring quirky messaging), while others were more luxurious (like a branded Bluetooth speaker and a full bottle of New Zealand wine). We housed it all in laser-cut black foam within a bespoke black box, branded with crisp white foil.
Accompanying the box was a pocket-size booklet (literally – we made a pocket inside the box lid) that outlined the sales incentive and explained ten ‘Little Betters’ through bold graphics paired with engaging taglines and short copy.
We absolutely love this campaign—it’s been a huge hit both internally and externally.
Hayley WatererMarketing Manager UKAir New Zealand
As a central hub for the incentive, we built a microsite in the same creative look and feel, which spotlit show-stopping prizes like business class flights to LA, a voucher to buy a Habitat sofa, and an Air New Zealand flight crew in the office for the day. The site also included bite-size information on all the ‘Little Betters’, and an entry form for agents to submit their bookings into the prize draw.
Direct emails communicated the incentive to agents who weren’t receiving a box, and a series of trade press ads following the distinctive campaign style pushed agents to the microsite. We planned the content to prioritise topline messaging, but also zoned in on specific product points by using ad spaces on consecutive pages in the same publication.
More than a little better
The campaign was a runaway success. Bookings far exceeded Air New Zealand’s targets, agents raved about the boxes, and the client was elated.
Thank you so much for delivering such a high-quality product, it’s amazing! We really appreciate all the hard work that went into it – it is truly reflected in the box.
Nishi JarverMarketing Manager UK & EuropeAir New Zealand