Air New Zealand challenges public to solve mascot murder

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Friday, 02 December 2011 09:45AM

Air New Zealand has released an online Cluedo competition challenging people to solve the murder of its puppet mascot Rico.

Air New Zealand: rolls out Cluedo competition

Air New Zealand has partnered with Hasbro, the toys and games company, to create an online version of Cluedo, giving people the chance to win either a trip to Los Angeles or a trip to New Zealand.

The game is centred on the murder of Air New Zealand's puppet mascot, Rico, at a party in his mansion based in Los Angeles, and features a bank of celebrity suspects.

The celebrities include: rapper Snoop Dogg; Hugh Heffner's ex-girlfriend, Holly Madison; New Zealand All Black rugby player, Ma'a Nonu; E! News presenter Guliana Rancic; 80s fitness personality Richard Simmons and New Zealand TV and radio presenter Paul Henry.

Jodi Williams, international marketing director, Air New Zealand, said: "Rico’s core purpose over the past year has been to draw global attention to our revolutionary new economy Skycouch and premium economy Spaceseat.

"As a small airline at the bottom of the world we haven't had the budgets to take a traditional marketing approach to gain awareness of these award-winning product innovations.

"Thanks to Rico they have had fantastic exposure in our core international markets and beyond."

Air New Zealand released a series of quirky online videos in October to promote its Skycouch concept, featuring sheep twins, Playboy girls and David Hasselhoff.

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

This article was first published on marketingmagazine.co.uk