True Calls All Travelers to Fly Air New Zealand

Air New Zealand worked with agency True on its latest brand campaign, “Calling All Travelers.”

After pushing its connection with Peter Jackson‘s The Hobbit films for the past several years, culminating in the brand’s “The Most Epic Safety Video Ever Made” sendoff, Air New Zealand looks beyond Middle Earth following the conclusion of the trilogy. While the airline hasn’t been totally dependent on The Hobbit-related ads and promos during those years, it has a had a hard time finding its footing without references to Middle Earth, as in the ill-received Sports Illustrated collaboration “Safety in Paradise.”

The hobbits aren’t completely gone from “Calling All Travelers” either, as the Baggins home makes a brief appearance in a montage of New Zealand’s attractions. Of course, New Zealand does a pretty good job of selling itself, with its astounding biodiversity and beautiful locations. True leans heavily on the island country’s natural beauty in the spot, while positioning it as “Far away from expected and nowhere near ordinary.” And if the spot’s attempt at humor (through the true source of what initially seems to be a voiceover) falls a bit flat, it still should entice curious viewers, and especially the “serious travelers” it targets, to consider traveling to New Zealand. The campaign also includes a contest inviting participants to build an itinerary for a chance to win the ultimate New Zealand vacation.

North Kingdom Crafts ‘A Journey Through Middle-Earth’ Digital Experience

North Kingdom collaborated with Google and Warner Brothers to create a digital interactive experience entitled “A Journey Through Middle-Earth,” promoting The Hobbit: The Battle of the Five Armies, the final film in Peter Jackson’s The Hobbit trilogy.

The project is the conclusion of a two year partnership between the parties and the result of eight months of work. Built around an interactive map of Middle-Earth, fans can then explore 21 new locations from the world of The Hobbit and Lord of the Rings, and the updated map contains “3D animations, highlighting the paths of eight key characters in the films, including Bilbo Baggins, Gandalf and Aragorn.” North Kingdom also created “‘Hero’s Journeys’, an area of the platform that will allow people to relive all of their epic Middle-earth adventures, from Frodo’s journey to Mount Doom in The Lord of the Rings to Bilbo’s final battle in The Hobbit: The Battle of the Five Armies.” There’s also a new, peer-to-peer social battle experience allowing visitors to challenge their friends.

“This was an overwhelmingly exciting project for us here at North Kingdom,” said David Eriksson, chief creative officer. “Our challenge was to really push the boundaries of what is possible in a digital experience, drawing inspiration from the world of Tolkien and the drama world that has been built up throughout 14 years of epic films.”

You can watch a trailer for “A Journey Through Middle-Earth” above and head to the site for the full experience. (more…)

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Air New Zealand Returns to Middle Earth with ‘The Most Epic Safety Video Ever Made’ from True

Air New Zealand, no stranger to well-publicized safety videos, is today launching “The Most Epic Safety Video Ever Made,” created by agency True and directed by Kiwi filmmaker Taika Waititi, in anticipation of the December release of The Hobbit: The Battle of the Five Armies

The airline has been cashing in on the popularity of Peter Jackson‘s Tolkien adaptations since his Lord of The Rings trilogy, and this latest installment marks the third themed effort for The Hobbit series (less than a year after the last campaign), and the second flight safety video. Shot over the course of six days, at numerous locations used in the filming of the series, the spot also includes appearances from Elijah Wood (Frodo Baggins), Dean O’Gorman (Fili the Dwarf) and Sylvester McCoy (Radagast), as well as Jackson himself. As cheesy as might be expected, the ad will undoubtedly appeal to the kind of diehard Tolkien/Jackson fans who would plan a trip to New Zealand based around the films. It’s a much more sure bet than the controversial “Safety in Paradise” from earlier this year, as Middle Earth tourism has been a boon for New Zealand.

Director Peter Jackson was pleased with the video, saying, “Air New Zealand has created yet another fantastic video to celebrate The Hobbit films. This latest offering combines members of our cast and our locations with Air New Zealand’s unique personality.  I had a lot of fun on the set with Taika and the team and look forward to seeing the video on board.”

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Here’s Air New Zealand, Sports Illustrated’s ‘Safety in Paradise’

Last week, we brought you the behind-the-scenes video for Air New Zealand’s collaboration with Sports Illustrated, the flight safety video, “Safety in Paradise.”

Now, without further ado, is that full clip (above). “Safety in Paradise” celebrates 40 years of Air New Zealand flying to the Cook Islands, and 50 years of Sports Illustrated helping adolescent boys explore their budding sexuality with their Swimsuit Issue. The new safety video features swimsuit models Ariel Meredith, Chrissy Teigen, Hannah Davis, and Jessica Gomes hanging with Cook Island natives — as well as a cameo from three-time cover model Christie Brinkley (who just turned 60!) from her Hollywood home.

“The behind the scenes video has generated much conversation around the world about our brand and the Cook Islands as a destination since it was released last week. It’s exciting for us to release the full video today and we hope it will encourage many viewers to consider a trip to the Cook Islands,” says Jodi Williams, Air New Zealand global head of brand development.

To celebrate the launch of “Safety in Paradise,” Air New Zealand is giving online viewers the chance to win one of five trips for two to the Cook Islands. The video goes live today and “will be progressively rolled out on board across Air New Zealand’s fleet from the end of February.”

“Safety in Paradise” marks the latest in a long line of innovative safety videos from the airline, including videos starring Richard Simmons, Bear Grylls, and Betty White, and a Hobbit-themed safety video timed to coincide with the release of Peter Jackson‘s first Hobbit film. It also marks just one aspect of a “major worldwide marketing campaign planned to celebrate the 50th anniversary” of the Sports Illustrated Swimsuit Issue.

 

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Air New Zealand Still Offering Non-Stop Flights to Middle Earth

Yesterday, Air New Zealand announced its latest campaign entitled “Middle Earth is Closer Than You Think,”  a continuation of its association with The Hobbit Trilogy. The airline, dubbed “the official airline of Middle Earth” rolls out the campaign two weeks ahead of the launch of the second film in Peter Jackson‘s saga. The campaign was announced with a 2:30 video, “Just Another Day in Middle Earth,” featuring Dean O’Gorman, who plays dwarf Fili, and the voice of Sylvester McCoyThe Hobbit Trilogy’s Radagast the Brown.

Tolkien fanatics are well aware of New Zealand’s association with Peter Jackson’s Middle Earth films, but stoking their interest with a Hobbit-themed campaign makes a lot of sense for the airline. Tourism New Zealand survey figures from last year’s The Hobbit: An Unexpected Journey marketing campaign “showed 82 percent of international survey respondents stated the campaign increased their interest in New Zealand” and “8.5 percent of international visitors to New Zealand during January-March this year said The Hobbit Trilogy was a factor in stimulating their interest in New Zealand.” So using Tolkien to sell New Zealand is a proven method, and Air New Zealand doesn’t disappoint with their latest installment.

The “Just Another Day in Middle Earth” video employs a cheeky sense of humor to merge Middle Earth references with Air New Zealand’s friendly approach. Tolkien fan boys will undoubtedly eat this one up, even if there aren’t quite as many cameos as in last year’s “An Unexpected Briefing.” My only complaint would be that in a 2:30 spot, I’d expect to see more shots of New Zealand’s stunning landscapes, but I imagine most people are here for The Hobbit factor and I’m in the minority. It’s a cute little video, and if you’re a Tolkien obsessive, it should make you want to visit New Zealand even more than you (presumably) already do.

Another important component of the campaign is a contest allowing participants to choose from entering for one of two prizes: tickets to the Hollywood premiere of The Hobbit: The Desolation of Smaug, or a “once-in-a-life-time Middle-earth experience for two in New Zealand.” Personally, I don’t see why you’d take the Desolation of Smaug premiere over a chance to visit New Zealand, but I’m sure a certain breed of Tolkien/Jackson fanatic would rabidly disagree with me. Air New Zealand is also resurrecting the idea of decking out one of its planesHobbit style, from last year’s campaign. This year, they will be turning a Boeing 777-300 into a flying billboard for Jackson’s latest installment. The plane will be unveiled December 2nd, leaving that night in time to touch down for The Hobbit: The Desolation of Smaug premiere in Hollywood. Most Tolkien nerds would kill a bag of puppies for a spot on that plane.

 

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