With The Hobbit: Desolation of Smaug poised to launch, Air New Zealand wanted to leverage their partnership with Warner Brothers and The Hobbit films.
They also wanted to remind the international market that Middle-earth is right here in New Zealand - and it’s just a plane ride away.
We created an online video revealing some Tolkien-style surprises for passengers and staff of Air New Zealand.
The video stars Air New Zealand staff members galore, along with Kiwi actor Dean O’Gorman and the voice of Sylvester McCoy - both known from their roles in The Hobbit.
We promoted the video via an eDM to Air New Zealand’s database, digital banners and a ‘watch and win’ promotion to drive viewers to Air New Zealand’s YouTube channel.
he Hobbit video received more than 2.7 million views on YouTube.
It was featured on some of the world’s most popular websites, including E! Online, Mashable and ET Online.
It received more than 15 billion PR impressions from over 2300 individual editorial placements - an equivalent advertising value of over $15 million USD.
Online buzz for Air New Zealand increased significantly, resulting in a 71% increase in reach for Air New Zealand messaging in November and December 2013.