Air New Zealand targets domestic tourists for new safety video

written by Adam Thorn | December 4, 2020

Air New Zealand has admitted it had to be “creative with a lot smaller budget” as it unveiled its new safety video, created in collaboration with the country’s tourism board.

The film sees destinations, from Cape Reinga to Stewart Island, submit proposals to a council to be deemed the eighth wonder of the world.

The business’ chief customer and sales officer, Leanne Geraghty, said border closures had caused a “significant impact” to tourism.

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“Around 30 per cent of people flying on our domestic network are usually visitors from overseas,” said Geraghty. “In the absence of international visitors, the safety video is a unique way to stimulate further local demand, benefiting local tourism operators, the New Zealand economy and Air New Zealand employees.

“The video also assists in supporting the recovery of international tourism once borders reopen. We know the decision-making process for visitors to come to New Zealand will be different into the future – so we need to be building the appeal and desire now in international markets in anticipation of borders reopening. It’s important to keep New Zealand as a visitor destination top of mind.”

Australian Aviation previously reported how the video features local actors and the airline’s staff and comes after Air New Zealand and Tourism New Zealand signed a three-year memorandum of understanding to co-operate on marketing activity.

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Onboard safety videos have become an increasingly competitive battle between airlines.

Qantas’ last effort, for instance, celebrated the airline’s centenary, while rival British Airways recruited some of the UK’s top exports. Air New Zealand has previously played on its links to The Lord of the Rings and The Hobbit movies.

The news comes as the airline revealed it’s to switch many of its smaller A320s with larger A321s during the Christmas period in order to increase capacity.

The upgrades will take place from Monday, 7 December until the end of December and will add 16,000 seats. In particular, 80 per cent of Auckland-Wellington services and 25 per cent of Auckland-Christchurch services will be operated by the larger A321 with 214 seats, compared with the A320’s 171.

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