Beyond kia ora

Air NZ forges forward with te reo Māori

Identity is crucial to an airline brand, and national identity helps carriers stand out from the pack, both in drawing international visitors to maximise their experience of a country, in recruiting staff, and in making domestic customers feel valued. That requires authenticity — but also the vision and agility to capitalise on external events and cultural interest. The Disney film Moana created a global groundswell of interest in Pasifika culture, to the extent that New Zealand filmmaker Taika Waititi approached the production company to make a version in te reo Māori, the indigenous language of New Zealand’s Māori people.

When Air New Zealand heard about it, cultural development manager Andrew Baker tells Australian Aviation, the airline jumped right on board, including with sending key talent to Los Angeles to help with the production, shuttling stars around the country for the premiere, and sending staff winners of an internal competition along too. Indeed, Baker says, “depending on when the contracts are through and when the final files are created we hope to be the first airline to show Moana Reo Māori onboard our aircraft.”