Air NZ: Safety in Paradise

Reaching a massive audience via online video

Air NZ: Safety in Paradise

Challenge

Air New Zealand and Sports Illustrated Swimsuit joined forces in celebration of the iconic magazine’s 50th anniversary. 

Our task was to create a very special safety video to be released on the eve of Sports Illustrated’s birthday. 

We needed to create a video that incorporated some of Sports Illustrated’s top swimsuit models and promoted the Cook Islands, while conveying all the technical safety info required and entertaining audiences around the world.

Tags: Air New Zealand, Brand, Safety Video, Safety in Paradise

Idea

The video was set outdoors in Aitutaki, one of Air New Zealand’s key holiday destinations. 

It featured models Chrissy Teigen, Ariel Meredith, Hannah Davis and Jessica Gomes, as well as a cameo by the legendary Christie Brinkley. 

The models were shown interacting with the locals amid the tropical paradise.

The result was a safety video with a sultry, star-studded twist, that showcased the Cook Islands to a larger audience. 

We released a ‘behind the scenes’ version first, to build anticipation and surrounded the safety video with a retail campaign for flights to the Cook Islands.

Air New Zealand Cook Islands Safety Video - True Advertising

Impact

Safety in Paradise attracted worldwide media attention and a record number of views; it was watched more than 5 million times online in one month. The ‘Making Of’ video was watched over 780,000 times.

Safety in Paradise was featured by international media including USA Today, Access Hollywood, CNN, Washington Post, Daily Mail and the Today Show. It also generated 1 billion traditional media impressions.

The safety video achieved huge reach on social media. YouTube ranked it among their top viral videos for February 2014 and it generated 15.5 million impressions on Facebook and Twitter.  

Jessica Gomes Safety in Paradise - True Advertising

Hannah Davis Safety in Paradise - True Advertising

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