Check out this spot for Air New Zealand, where they market their straightforward and transparent pricing policy by showing all their flight staff wearing no clothes – only body paint. Voice over towards the end says, “At Air New Zealand our fares have nothing to hide, which is why the price you pay includes everything… up front.”
This is kind of interesting, because upon visiting the Air New Zealand website, the first thing I encountered were airfares that did not include everything upfront. The three prices were accompanied by a block of fine print explaining that government taxes and certain fees were excluded, (see enlarged image below).
Hey Air New Zealand, have you guys noticed the discontinuity between your ads and your website? (Is there some kind of law against including taxes in the stated fare?) At CBC, we always preach that words must be supported by actions, so your website doesn’t match your advertising.
Other than this awkward situation, I do like Air New Zealand’s creative and funny interpretation of the campaign message. It also is very relevant to banks and credit unions, who are really pushing the “open and transparent” theme in their marketing. There are so many metaphors that can be used to express this message better than print ads that read, “We have integrity.” We’ve already seen body paint, what can you think of?
{ 2 comments… read them below or add one }
They’ve also created a safety video where the employees wear only body paint…way to be provocative with your brand! I love that they don’t care if they offend people – but I agree, their advertising messaging should be reflected in their actual services!
The website you looked is the international market –the ads are intended for the domestic market (New Zealand) and the taxes and fees are all up front. check out http://www.airnewzealand.co.nz