Bring on Winter
Air New Zealand
Issue 53 | December 2019
Agency
Host/Havas
Creative Team
Executive Creative Director: Jon Austin Creative Directors: Matt Ennis, Josie Burns Head of Design: Nic Adamovich Designer: Michael Macgregor Senior Digital Designer: Adam Prybylski
Production Team
Editor: Beau Simmons Broadcast Producer: Stephanie Cameron Digital Producer: Olivier Boulbain Technical Lead: Yoann Bernex Senior Front End Developer: Melanie Devonshire
Other Credits
Managing Partner: Ant Moore Senior Account Director: Laura Mahony Senior Account Manager: Catherine Duff Senior Planner: Phil Pickering Client General Manager Global Brand and Content Marketing: Jodi Williams Senior Manager Brand Marketing: Erica Beagley Senior Manager Commercial & Strategic Projects: Pip Erikson Brand Marketing Manager: Grace Blewitt Social Media Manager International: Maria Hahn Social Media Specialist: Tara Ryan
Date
May – July 2019
Background
The world’s most famous author George RR Martin was suffering from the world’s most famous case of writer’s block. After the conclusion of the popular TV show, fans were frantic to read his next installation in the Game of Thrones series. Problem was, between big city living, media obligations, red carpet interviews and constant pressure from fans, Martin was five years overdue and refused to even give a deadline.
Idea
With its inspirational landscapes and ‘get it done’ mentality, New Zealand is a hot-house of creativity. So, as the national carrier, Air New Zealand created a campaign offering George a free workcation to New Zealand, using their inspiring country at the bottom of the world to, quite literally, get away from life’s pressures and finish his book.
Within two days of launching, George himself shared the campaign with his millions of fans. He even gave Air New Zealand permission to imprison him in their beautiful homeland if he didn’t have the next book finished by July 2020. The world finally got its release date, and Air New Zealand got the world’s attention.
Results
$2.3 million in earned media. 16 million media impressions.
Our Thoughts
Journalists used to get out and about on the hoof looking for stories. Today they sit at desks and trawl the internet. It’s helped spawn an entire industry around newsjacking, inserting your brand into the here and now of popular culture. Of course, your idea has to be relevant, funny and interesting if you want the journalist to pass it on but get it right and you’re not trailing the news, you are the news. This ticks all the boxes.