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Air New Zealand launches first global brand campaign in the UK

Today the small but very well-known airline Air New Zealand has launched its first ever global brand campaign in the United Kingdom, showcasing why the airline is a #BetterWayToFly to Middle-Earth.

Setting the scene

New Zealand actor Sam Neill takes the stage as the voice of CGI character Pete – a talking Kiwi bird who wants to see the world, but is hindered by his inability to fly. The name Sam Neill might sound familiar seeing as he starred in Jurassic Park and also featured the recent Peaky Blinders TV series. Pete the Kiwi has already gone viral online, generating lots of conversation for AirNZ. The campaign is part of a greater push for more international visitors to “flock” to the beauty of NZ.

Meet Pete, an adorable Kiwi. In a new fun video, we learn a little about Pete’s journey from being a flightless bird to becoming a frequent flyer with Air New Zealand, whilst discovering some of London’s top landmarks. #BetterWayToFly

A little bit about Air New Zealand

I’ve had the opportunity to fly with Air New Zealand between London and Los Angeles on quite a few occasions, however I still need to make the journey to Middle Earth itself. For me, Air New Zealand offer a robust product offering across the board, which is strengthened with warm and friendly Kiwi service and innovations which enhance the customer experience. From the Economy Skycouch, to the world’s first biometric bag drop and the ability to order drinks and snacks from the comfort of your seat in-between meal times.

The Auckland-based carrier believes that around 27 million Americans are interested in taking a holiday to New Zealand, which is quite a bit. But the airline who are also known for their fun safety videos are pretty confident they can encourage more travellers from the UK and Europe to experience Air New Zealand’s award winning in-flight products.

According to a quote in a press release, Air New Zealand General Manager UK/Europe, Joanna Copestake said:

“We have fantastic brand loyalty with ex-pat New Zealanders based in the UK, as well as those British travellers visiting friends and family. Our aim with this campaign is to expand this brand affinity to a broader base of UK consumers through the loveable Pete the kiwi”.

The mystery of the flightless Kiwi bird

It goes without saying that a lot of people wonder how a flightless Kiwi bird could have reached New Zealand in the first place. Remember NZ is surrounded by water (a bit like the UK!), but from NZ the nearest island is thousands of kilometres away. Here you’ll find more information on “the great Kiwi mystery”.


What do you think of the campaign? I think it is very clever and it is hard not to love Pete the Kiwi. Plus it is a great opportunity for Air New Zealand to showcase their products and in-flight service, especially seeing as the airline has just completed the refurbishment of all it’s 777-300 aircraft which operate on the LHR-LAX-AKL route.

The Better Way To Fly campaign follows the success of a similar marketing initiative last year in Australia with a CGI Goose named Dave.

If you want to discover a #BetterWayToFly with Air New Zealand like Pete did, you can discover more here.

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