‘We fly for you’ – that’s the simple message behind Air New Zealand’s latest brand campaign which launched in May when the national carrier entered a new phase of quarantine-free regional travel. The brand ad firmly places the customer in the cockpit as the business takes flight with its reimagined strategy ‘Survive, revive and thrive’. Forced on the airline as a result of Covid-19, it’s a strategy that’s been almost a year in the making, and one that, according to General Manager Brand & Marketing Jeremy O’Brien, is being billed as much more than a tagline or ad campaign, going back to the core values of the brand as it looks to rebuild from the ground up.
THE GROUNDING
Rewind 15 months and you can imagine the impact the pandemic had on the airline industry might have felt similar to the uncertain, queasy one you experience when a plane hits turbulence – but prolonged, for the better part
