Air New Zealand is using renowned Aussie actor Bryan Brown as the voice of an adventurous goose in a bold new bid to make itself Australia’s most loved international airline, the favourite way for Australians to travel overseas.
More specifically, Air New Zealand wants to bring home to Australians that its non-stop services from Auckland (one stop if you include the leg from Australia) provide an ideal way for Australians to reach North America (Los Angeles or Houston) or South America (Buenos Aires).
Air New Zealand chief executive Christopher Luxon with Aussie actor Bryan Brown in Redfern, Sydney, yesterday
Addressing aviation and travel media in Sydney yesterday, Air New Zealand chief executive Christopher Luxon described Australia as “a huge strategic opportunity for us – once Australians understand that using Auckland as a one-stop hub to North or South America makes great sense, particularly for those currently starting their long-haul journey with a domestic connection”.
“More than a quarter of all international/long haul departures are bound for the USA, South America or Canada,”Luxon continued.
“Capturing just a little bit more of that market would see hundreds of thousands more Aussies flying with us to North and South America.”
Luxon says Air New Zealand is well established as the preferred airline for Australians travelling to New Zealand and is one of Australia’s most respected brands, “however, many Australian travellers still think of us as a trans-Tasman carrier and that’s a perception we’re determined to change”.
Luxon revealed that 40% of Air New Zealand’s passengers on its Buenos Aires services are Australians, and Aussies fill about 20% of seats on the airline’s services to Houston. So it seems well on the way to achieving the goal.
More needs to be done, however, and that’s where Dave the Goose comes in. Dave, voiced by charismatic Aussie acting legend Bryan Brown, is a migratory bird who has learned the benefits of flying long haul with Air New Zealand rather than sticking with the flock.
“Through CGI technology and the familiar voice of Bryan Brown, Dave bursts into life as Air New Zealand’s number one fan when it comes to flying to North or South America,” Luxon says.
The campaign, revealed at a media event in Sydney yesterday, can be viewed here.
Dave is the voice and wings of Air New Zealand’s Better Way to Fly campaign, which will include television, digital and social media marketing.
Australians can fly with Air New Zealand via Auckland to Los Angeles, Houston, Buenos Aires, Vancouver, Honolulu, San Francisco and beyond. To celebrate the launch of a Better Way to Fly, Air New Zealand is running a limited-time sale, with return fares from Sydney to Los Angeles and San Francisco from AUD 999, Houston from AUD 1099 and Buenos Aires from AUD 1199. Air New Zealand is also offering 50% off selected Economy Skycouch upgrades.
Skycouch is another Air New Zealand exclusive. The carrier was the first in the world to offer a lie-flat bed in economy class.
Fares are on sale from today, Friday 7 October 2016.
Written by Peter Needham