Coup for Air NZ with Lara Bingle as latest Kiwi Sceptic
Air New Zealand has upped the stakes with its Kiwi Sceptics brand funded content campaign, featuring model Lara Bingle, who previously fronted Tourism Australia’s infamous Where The Bloody hell Are You campaign.
The work has already generated significant PR coverage in today’s metro titles and the trip will feature in next week’s episode of Ten’s Being Lara Bingle, which Air NZ is the airline sponsor of. As well as online, it will also run in cinemas and print.
The Kiwi Sceptics project – created by Host – takes people who would not otherwise go to New Zealand and shows them experiences that change their mind. The first four Kiwi Sceptics episodes launched in February. It picked up a bronze Lion for branded content at Cannes in June.
The episode was voiced by Flight Of The Conchords’ Rhys Darby.
See the episode:
Bingle was paired with fellow model Hayley Holt for the trip.
Air NZ marketing manager Kelly Millier said: “We need to do unexpected things to get noticed and stand out. Lara is a genuine Kiwi Sceptic. She had no interest in NZ and has even been used to promote another destination. If we could convince Lara that New Zealand is a fresh and progressive holiday destination, then her profile will help us carry that message to many more Aussies and hopefully help us convince them too.”
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That isn’t much of a coup really, Lara Bingle is also a sceptic of the Earth being round.
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“Previously funded”. I think you meant previously fronted.
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I did! Sorted – thanks JDB.
Cheers,
Tim – Mumbrella
I think more people would watch ‘Being Lara Bingle’ if Rhys Darby narrated the entire series.
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this girl is much,much smarter than you all think.
what’s that old expression-‘silly as a fox?
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Not really sure why it’s a coup. Apparently Lara Bingle is one of the ‘hardest working models in Australia’ and I’m sure a free junket/holiday to New Zealand wouldn’t require too much convincing.
Hayley Holt, incidentally, is a ballroom dancer and snowboarder. Not a model by trade normally.
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shes a great girl – love her show – she’d be perfect with that lovely meathead Fitzie who featured in other NZ adverts
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Can’t we just have a series called “Being Rhys Darby”?
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Rhys Darby is the boss!
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Lara looks beautiful and so does NZ. I would love to give the snowboarding there a go. it looks amazing. thanks for the info on it. 🙂
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4 minutes in!! WOW!!
where do I sign up?!
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George, as an expat Kiwi, I can tell you that it is 100% as gorgeous as it looks, you won’t find a more beautiful country anywhere. AND you get $1.30 to the dollar. I am always amazed at how few Aussies have discovered New Zealand.
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Lara Bingle makes for the most unwatchable TV.
However Rhys Darby really saves this ad. A true national treasure!
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Im a Kiwi , in Sydney and don’t know how to snowboard. After watching this – oh god I want to go snowboarding in Queenstown.
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Why wasn’t I born a Kiwi?
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As above, Rhys Darby has turned this whole series from potentially a bit lame to hilarious. Love it.
Shame they don’t cut these up and put some edits on the telly – not sure YouTube views alone does them justice.
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Bingle quote today – ‘It’s close to Australia so it’s not like promoting India’. And you won’t be promoting India any time soon my dear!
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Boring boring boring! NZ can have Lara – What a shallow piece of work! This was shown at a movie I saw last night. That’s 6.04 minutes in my life I will never get back. LAME!
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