Coup for Air NZ with Lara Bingle as latest Kiwi Sceptic

bingle nzAir 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.”

Comments


  1. The Accountant
    25 Jul 12
    9:44 am

  2. That isn’t much of a coup really, Lara Bingle is also a sceptic of the Earth being round.

  3. JDB
    25 Jul 12
    10:24 am

  4. “Previously funded”. I think you meant previously fronted.

  5. mumbrella
    25 Jul 12
    10:48 am

  6. I did! Sorted – thanks JDB.

    Cheers,

    Tim – Mumbrella

  7. Albie
    25 Jul 12
    10:49 am

  8. I think more people would watch ‘Being Lara Bingle’ if Rhys Darby narrated the entire series.

  9. Officer Krupke
    25 Jul 12
    11:37 am

  10. this girl is much,much smarter than you all think.
    what’s that old expression-‘silly as a fox?

  11. Red
    25 Jul 12
    12:41 pm

  12. 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.

  13. Fleetie
    25 Jul 12
    12:41 pm

  14. shes a great girl – love her show – she’d be perfect with that lovely meathead Fitzie who featured in other NZ adverts

  15. LW
    25 Jul 12
    12:45 pm

  16. Can’t we just have a series called “Being Rhys Darby”?

  17. Lloyd
    25 Jul 12
    1:53 pm

  18. Rhys Darby is the boss!

  19. vanessa
    25 Jul 12
    2:57 pm

  20. 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. :)

  21. george
    25 Jul 12
    3:01 pm

  22. 4 minutes in!! WOW!!

    where do I sign up?!

  23. LW
    25 Jul 12
    3:14 pm

  24. 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.

  25. Simon
    25 Jul 12
    3:29 pm

  26. Lara Bingle makes for the most unwatchable TV.

    However Rhys Darby really saves this ad. A true national treasure!

  27. N
    25 Jul 12
    10:09 pm

  28. Im a Kiwi , in Sydney and don’t know how to snowboard. After watching this – oh god I want to go snowboarding in Queenstown.

  29. jean cave
    26 Jul 12
    12:43 am

  30. Why wasn’t I born a Kiwi?

  31. Rhyslover
    26 Jul 12
    12:29 pm

  32. 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.

  33. Scott Pettet
    26 Jul 12
    1:43 pm

  34. 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!
    .

  35. Bored2Tears
    15 Aug 12
    2:59 pm

  36. 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!