Air NZ turns to Dave the goose in campaign to lift awareness of airline’s international network

Air New Zealand has turned to a migrating goose called Dave in a move to lift awareness of the airline’s international network among Australian travellers.

Dave, voiced by Australian actor Bryan Brown, chooses to fly Air NZ to the US, rather than make his own way across the Pacific, in what is the airline’s first local brand campaign.

The Better Way to Fly crusade will include TV, digital and social media marketing.

The ambition is to convince Australian travellers to fly to North and South America via Auckland with Air New Zealand.

New Zealand creative agency True was behind the creative idea which rolls out in Australia on Sunday night with TV commercials across all major networks.

Host, the carrier’s Australian creative agency, collaborated on the campaign.

Air NZ chief executive Christopher Luxon said the aim is to position the airline as more than just a Trans Tasman operator.

“We’re well established as the preferred airline for Australians travelling to New Zealand and one of Australia’s most respected brands,” he said. “However, many Australian travellers still think of us as a trans-Tasman carrier and that’s a perception we’re determined to change.

“More than a quarter of all international/long haul departures are bound for the USA, South America or Canada.  Capturing a little bit more of that market would see hundreds of thousands more Aussies flying with us to North and South America.

Chief revenue officer, Cam Wallace, added: “We’re famous for celebrity-filled safety videos and stand-out marketing campaigns and this time we’re thrilled to have teamed up with Australian acting royalty Bryan Brown as the distinctive voice of ‘Dave’ – a migratory bird who’s learned the benefits of flying long haul with Air New Zealand rather than sticking with the flock.”


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