Following a review, New Zealand's national carrier has retained China incumbent Proximity Shanghai to handle below-the-line duties for its new Auckland-Shanghai route, which will launch in two months.
ANZ international marketing manager Michelle Lee explained that, given market competition, the airline needs to ensure it is reaching its audience through the full range of media. "In an incredibly competitive environment, we are looking for new ways to reach our audience, hence mediums such as marcomms, viral marketing and blogging are great avenues to communicate to target customers, in conjunction with traditional media such as print and press," said Lee.
ANZ international marketing manager Michelle Lee explained that, given market competition, the airline needs to ensure it is reaching its audience through the full range of media. "In an incredibly competitive environment, we are looking for new ways to reach our audience, hence mediums such as marcomms, viral marketing and blogging are great avenues to communicate to target customers, in conjunction with traditional media such as print and press," said Lee.
ANZ has also unveiled a second London service from Auckland, this time via Hong Kong, tasking Proximity with launching the daily flight. In addition, Proximity Singapore will also handle BTL for the new ANZ 777 aircraft that will fly the Auckland-Singapore route. Proximity Asia regional head of international clients and business development director Simon Bond revealed that the China launch would see the airline start blogging — just one component in an approach that is aimed at better consumer engagement. "Proximity is always looking for new, out-of-the-box ways to communicate the ANZ brand message which breaks through the clutter, engages and involves the consumer," said Bond.
"The blogging site in China is the first of many ground-breaking initatives we are looking to implement for Air NZ and we are now exploring mediums like viral marketing, gaming and experiential events which break the boundaries of traditional airline advertising." ANZ GM of marketing Steve Bayliss added that Proximity's selection reflected its ability to deliver marketing campaigns that embrace the airline's "creativity, innovation and originality".
