Air New Zealand promotes new domestic seat offering in a new campaign via FCB New Zealand

FCB has launched a new Air New Zealand 45″ TVC to introduce the airline’s new four option domestic fare structure developed to enable customers to choose the best fare option, every time they book.

The key point of difference for the new offering is that all four fare options from ‘Seat’ to ‘Flexi Plus’ will always be available regardless of how close to travel the booking is made.

VIEW THE SPOT

Tony Clewett, FCB’s executive creative director, said concepting the TVC’s creative execution was a challenge, given the layers of detail involved and the need to show travellers the relevance of each different offering.

Says Clewett: “To be successful the ad had to introduce the fare types and explain when, and how, each one matches different travel occasions.

“We needed to transform what is relatively detailed information, into something that caught people’s attention, in a light hearted, relatable way.”

To bring the messages to life, FCB created a character, a stylish young Kiwi woman, who travels through four distinct scenarios – a concert, a bush walk, a business meeting and the birth of her niece. As she ventures through each setting, a different seating option emerges as the perfect choice.

Working with The Sweet Shop’s Damien Shatford, FCB created seamless transitions between the different activities.

The soundtrack on the TVC is an original, developed by Pete van der Fluit of Liquid Studios, and reflects the four distinct settings featured.

Says Louise Struthers, Air New Zealand’s group general manager New Zealand and Pacific Islands: “We recognise the many different needs of our customers when it comes to domestic travel and we have developed fare products that offer the flexibility, affordability and options they’re looking for.”

The new domestic fares are available now, for travel from 21 July 2014.

Asia Pacific Executive Creative Director – James Mok

Audio – Liquid Studios, Craig Matuschka and Dan Nathan