Air New Zealand has called a global review of its advertising and
media arrangements ahead of a £23 million international brand
The airline has shortlisted 11 agencies to pitch for the business, with
the list understood to include both full-service networks and media
specialists. BBDO, Saatchi & Saatchi, Young & Rubicam and Lowe Lintas
are all included in the review.
The New Zealand agency Colenso/Clemenger BBDO currently holds the
However, demands by Air New Zealand's chief executive officer, Gary
Toomey, for a new global image have opened the door to foreign
Travel Exchange Asia, an online travel portal in which Air New Zealand
has a stake, appointed Lowe Lintas to its account in April this
The global advertising drive will include campaigns in London and other
key European cities, with UK spend estimated to be around £3
million. The account has been dormant in the UK since the airline ran a
1997 poster campaign highlighting the comfort of its economy class seats
under the headline, "smartarse". The company has since run TV ads across
the digital network Music Choice Europe.
The renewed focus on international branding is part of a twin campaign
strategy for Air New Zealand.
The push will aim to raise the airline's profile in unfamiliar markets
while rehabilitating its image at home following a series of PR
disasters. The Air New Zealand fleet was grounded earlier this year
because of financial problems.
The ownership structure of the airline is unclear at the moment, with
Singapore Airlines awaiting government approval of a bid to raise its
stake in the company.
The international pitch is being run from Melbourne, fuelling New
Zealand concerns that one of the country's largest advertisers could be
moving its account out of the country.