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.”