Air New Zealand cabin crew stripped off for a new advertisement where they carry out their duties wearing nothing but their uniforms painted on with body paint. More than 90 Air New Zealand staff members featured in the bold campaign, with eight having only body paint. The advertisement was created to promote the airline’s fares, which "have nothing to hide" - there are no extra fees for things like in-flight drinks or checking in. It was designed to differentiate Air New Zealand from their competitors which it succeeded in doing! On youtube.com this video has already received over four million Internet views.3,394 people have rated this video giving it average of 4 and ½ stars.Air New Zealand also developed an air safety video titled “Bare essentials of safety from Air New Zealand” to recapture the attention of passengers who often ignore the safety instructions.
This is a great example of a company going beyong traditional PR in its campaign. More are now devoting time and funds to creating campaigns loaded with features and content to lure potential clients. Gone are the days of relying solely on print ads, brochures and billboards. As companies and industries compete, the need to promote brand awareness also rises.The marketing guys at Air New Zealand understood that nudity sells and developed a unique and ingenious advert around this. Unique being the keyword- No airline has done anything like it before.The campaign then took a life of its own with news and media channels picking it up automatically. The safety video clocked 1.2 million views in the 4 days it was up. Those are pretty impressive figures. The video is fun to watch and it manages to keep your attention. The video also does something else – it positions the airline as an innovative and open-minded organization.
The bottom line: its important for any PR campaign to go that extra mile and truly drive home the message & connect with its audience. How does one do that? It has be creative enough to capture attention which is not an easy feat today .
- Aman Gupta
CEO, Imprimis PR
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