Air New Zealand is no stranger to alternative, promotional safety videos. Yet today they’ve launched their most restrained and geographically respectful video yet in partnership with Tourism New Zealand. Dubbed ‘Aotearoa, the 8th Wonder of the World’ the safety video is reflective of the current climate, helping support the domestic tourism industry.
The video features the usual features of any onboard safety video, yet it’s placed against a narrative that Aotearoa (New Zealand), is the 8th Wonder of the World. It sees destinations across the country put forward their submissions to be named the 8th Wonder of the World.
Air New Zealand Chief Customer and Sales Officer Leanne Geraghty says Aotearoa, the 8th Wonder of the World “is a high impact way to promote destinations across New Zealand, from Cape Reinga to Stewart Island, to both domestic and international audiences.” Naturally, humour which is part of the airlines usual marketing arsenal, plays centre stage.
“With borders closed as a result of COVID-19, we’ve seen a significant impact on the New Zealand tourism industry. Around 30 percent of people flying on our domestic network are usually visitors from overseas. In the absence of international visitors, the safety video is a unique way to stimulate further local demand, benefiting local tourism operators, the New Zealand economy and Air New Zealand employees.
“The video also assists in supporting the recovery of international tourism once borders reopen. We know the decision-making process for visitors to come to New Zealand will be different into the future – so we need to be building the appeal and desire now in international markets in anticipation of borders reopening. It’s important to keep New Zealand as a visitor destination top of mind.”
Tourism New Zealand Director Commercial René de Monchy says, “Tourism is vital to New Zealand’s recovery and the safety video is another way we are encouraging Kiwis to do something new, by showcasing the amazing range of experiences on offer in Aotearoa. The video also supports our activity offshore to keep New Zealand alive in the hearts and minds of international visitors for when they are able to return.”
For nearly the past decade, Air New Zealand has used its inflight safety videos as part of its limited resources to help market the carrier internationally. Naturally, like many carriers this year, Air New Zealand has had to face slashed marketing budgets to help fund the project, and has now relied on Tourism New Zealand to help co-fund its latest endeavour. It’s a smart move, and a simple concept, a strong script and natural gravitas that the carrier brings showcases the carriers resolve.