Air New Zealand stands out from the flock and gets Aussies talking

Brand repositioning, brand differentiation

Air New Zealand uses a talking duck to reposition the brand.

Air New Zealand and a talking duck has been all over Facebook in past few days. Judging on the amount of friends who shared the airline’s latest campaign, it’s off to a great start.

In case you haven’t seen it yet, #BetterWayToFly is Air New Zealand’s attempt to reposition the airline from a trans-Tasman to Trans-Pacific carrier.

To do this, they’ve taken a different approach with a talking duck named Dave who shows us why the kiwi airline is a better way to travel to America from Australia. Dave is voiced by actor Bryan Brown, who also features in the main ad.

While Qantas seems to only getting people sharing complaints about the airline, our friends across the ditch have once again got thousands of Aussies happily promoting the brand to their friends.

This follows a series of branded content and gestures that differentiate the airline and it’s genuine Kiwi personality. It’s also been extremely successful in driving powerful brand engagement. Air New Zealand’s Most Epic and Men In Black safety videos have been viewed by more than 15 million and 3 million respectively.

Michael Hughes

Michael is Managing Partner and Strategy Director at Truly Deeply, a brand agency with 25 years’ experience working with brands to position them for growth. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences. Michael has extensive experience working across Australia and the Middle East working with leading Australian and International organisations across just about every sector.

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