Air New Zealand introduces Pete the Kiwi to New Zealand-loving Singaporeans

Air New Zealand has unveiled its first Singapore-focused campaign in a bid to encourage more Singaporeans to fly with the airline.

The campaign, named ‘A better way to fly’, follows a character named Pete, a kiwi bird, which is New Zealand’s national icon. Pete wants to see the world but is hampered by his inability to fly, which means he must take an ANZ flight.

Through the eyes of Pete, travellers are taken on a journey of ANZ in-flight offerings and Kiwi hospitality.

Before the launch of the campaign, ANZ cabin crew took to the streets and interviewed Singaporeans to uncover their perception of a ‘kiwi’, which brought about some unique responses.

Singapore is among the top 10 countries of visitor arrivals to New Zealand, which makes it one of ANZ’s most important markets. According to the airline, in October 2018, it recorded a 7% year-on-year increase in visitor arrivals from Singapore.

In order to meet this demand, the airline announced a capacity increase for its Singapore-Auckland route in 2018, as well as a new seasonal service between Singapore and Christchurch to start operating from December 2019.

“This new brand campaign seeks to engage more Singaporeans and showcase our award-winning products and in-flight experience,” said Jenni Martin, head of South and South East Asia at ANZ.

“Together with the increased flight options and flexibility Air New Zealand provides, we truly believe that we are A better way to fly to New Zealand. We hope to encourage more Singaporeans to head to New Zealand with Air New Zealand and experience our unique Kiwi hospitality and stunning destinations.”

Overall Rating
3/5 Vote

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.