With a bit of guerrilla/ambient marketing, Air New Zealand has launched the #AirNZLondonReady Truck Tour which will make stops throughout the Southern California area to tout daily flights from LAX to London as well as showcase the airline’s inflight products to travelers and the travel trade.
The roving truck will feature Air New Zealand’s Economy Skycouch, a row of three Economy seats that together create a couch-like space upon which to relax. It will also feature the airline’s Premium Economy Spaceseat, which is designed to give passengers an increased sense of space and privacy.
The stunt, in addition to showing off the plane’s interior, encourages people to join the conversation using the hashtag #AirNZLondonReady. Throughout the tour, people who spot the truck and share Tweets, messages and photos with @AIRNZUSA (Twitter), @AirNZ (Instagram) or @AirNewZealand (Facebook) and the hashtag #AirNZLondonReady will have a chance to win prizes.
One grand prize winner will receive round trip Premium Economy tickets for two from LAX to London by visiting www.AirNZ.com/LondonReady and telling Air New Zealand why they’re “London Ready.”
The #AirNZLondonReady Truck Tour will run through June 14th. Here’s where it will be:
June 5th – Universal City Walk
June 7th – Aquarium of the Pacific in Long Beach
June 8th – Santa Monica Pier
June 14th – Santa Monica High School for Eat See Hear screening
The tour will also make a stop on the set of “Extra” at Universal Studios Hollywood. At the end of the tour, Air New Zealand will give movie goers a “taste of London” with a free screening of “Notting Hill” at the Santa Monica High School’s Memorial Greek Theater on Saturday, June 14th at 8:00PM.
I like these “take the experience to the people” campaigns. They offer the ability of people to truly experience a brand first hand. No, it’s not a mass reach sort of thing, but by adding the ability of people to, in a sense, personally endorse the brand experience through social media, a bit of “mass” reach is achieved but it’s done with the all-important and far more effectual word-of-mouth stamp of approval from friends.
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