Positioning Made Fun

Kudos to the Air New Zealand marketing team for an engaging and clever idea to bring its positioning strategy to life.

With a-la-carte pricing becoming more prevalent, and passenger alienation probably rising, Air New Zealand has come up with a memorable way to communicate its all inclusive domestic airfares with its “Nothing to Hide” marketing campaign.  The goal is to ” highlight the transparency” of the airfares and reinforce that “unlike competitor airlines, what you see is what you get!”

What’s the advertising idea?  They use body-painted staff (yes, their own people) in tv commercials and, for the latest campaign extension, in the on-board safety message video.  What an accomplishment – getting passengers to actually watch the safety briefing  and reinforcing the brand’s key message at the same time.  Want to watch?  Go to:  http://www.nothingtohide.co.nz/

Headline

Always look for platform or campaignable ideas in your marketing communications development.  It’s a super challenge, but when you find a great idea, it can be a powerful boost to your marketing and revenue generating success.

Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.