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Air New Zealand has today launched its biggest Australian campaign of the past ten years, aiming to convert the millions of Australians who consider crossing the ditch for a Kiwi break – but never actually make it.
The campaign focuses on four Australians who said they would never cross the ditch in a million years. To help change their minds, the airline enlisted a hipster, a self-confessed princess, a Europhile and a true-blue Aussie for a series of reality-style web-episodes called The Kiwi Sceptics.
Each web-episode challenges the Sceptic’s unique negative view about New Zealand head on by showing them an unexpected side of New Zealand.
While in New Zealand, the four sceptics were accompanied by a local Kiwi guide who planned a packed itinerary specially designed to meet the holiday needs and the personality of the Sceptics. Some highlights included a stay at the stunning Otahuna Lodge in Christchurch, partying at the epic Rhythm and Vines festival in Gisborne, hanging out at the super cool Mighty Mighty bar in Wellington and even a visit to Benji Marshall at home with his mum!
Kiwi Flight of the Conchords star, Rhys Darby, narrates the journey, adding his own style of wit to the script.
Australia is New Zealand’s largest inbound tourism market, accounting for around half of all visitors.
Air New Zealand Marketing Manager Australia Kelly Millier says there is enormous potential to increase the number of Aussies taking a break in New Zealand.
“Research tells us that here are 5.3 million people who seriously consider New Zealand as a destination, yet only one in five of these people actually make it across the ditch each year.
“We all know that New Zealand is one of the best places on earth but for one reason or another, there are many Aussies who don’t see the same fresh and progressive side of New Zealand that we do. We figured if we could change the minds of those most sceptical, we should be able to convince those who are sitting on the fence.”
The campaign and all four episodes will launch today at www.kiwisceptics.com and through the dedicated Air New Zealand YouTube channel http://www.youtube.com/airnewzealand
MEET THE SCEPTICS:
Pat ticks all the hipster boxes. Part-time DJ. Full-time social photographer. Ironic tee wearer. Ironic tattoo bearer. But he’s no fan of New Zealand.
Bec is very Sydney. A self-confessed princess from the lower North Shore. She thinks NZ is full of sheep and old people.
Jodi is an artist and lover of European culture. Unfortunately her love for Europe is only matched by her apathy for New Zealand.
Martin is a boxer, a surfer, a petrol head, and former footy player. A true blue who calls New Zealand reserve grade Australia.
MEET THE GUIDES:
The Hipster’s Guide
Isaac Hindin Miller
Sharing his time between the busy streets of New York and the clubs, restaurants and fashion hubs of Wellington, Isaac is a hipster, a fashion blogger, and a lover of his home city. If anyone can change Pat’s mind, it is Isaac.
Bali Girl’s Guide
Aroha is a George FM DJ, a music producer, and has all the right hook-ups. She is the ideal lady to take on the challenge of Princess Bec.
Aussie Aussie’s Guide
Pig hunter, fisherman, former pro rugby player, and all round awesome bloke. If anyone can man up to the challenge of changing Martin’s mind, it is this man.
Dr. Lyndon Fraser
Dr. Lyndon is a rock ’n roll academic. The Rod Stewart of New Zealand history. He is the perfect man to turn Europhile, Jodi Grzyb into a Kiwiphile.
The combined Air New Zealand and Virgin Australia schedule has over 220 flights a week to connect Australians from 33 Aussie airports to 27 New Zealand destinations at convenient flight times.