To promote
the upcoming film ‘The Hobbit:
An Unexpected Journey’, Air New
Zealand cleverly creates a safety briefing/marketing promotion/movie teaser
that goes viral just 24 hours after it was posted on their YouTube channel. This
video ingeniously targeting not only the airline passengers but also the Tolkien’s
popular trilogy book fans slash movie buff who wants to experience the Middle-Earth
livelihood as portrayed in ‘The Hobbit: An Unexpected Journey’.
The idea is
simple. An attention-grabbing safety briefing which is mandatory for the airline
passengers, thus acting as a strategic promotion to another Peter Jackson’s
masterpiece after The Lord of the Rings series. Furthermore, Air
New Zealand unveiled its custom
livery ‘Hobbit’ theme on one of
their Boeing 777-300ER. It is the largest graphic ever applied to an aircraft and took 6 days and 400
man-hours to complete. This unique livery is made particularly to complement
the world premiere of The Hobbit movie which took place in Wellington, New
Zealand. Again, these video shows another comprehensive and mutual marketing
tool between Warner Bros Entertainment, New Zealand Tourism Board, and Air New
Zealand itself in particular.
Through this safety video advertisement, Air New Zealand did not asked its viewers to directly purchase any of their tickets, but more than that, it creates an intriguing marketing tools combination of the New Zealand experience or so called the Middle-Earth, the journey of Bilbo Baggins who is swept to the quest of Dwarf Kingdom by Gandalf the wizard, and lastly the flying experience of Air New Zealand.
It was kind of funny seeing this jet at The LAX airport, I was also able to snap a photo of it as well. It the one where Smaug livery is draped over the plane. it was a pretty cool sight. I think the best marketing, first the movie is filmed in New Zealand, so New Zealand Airlines should be the ones to market the film. But seeing a Dragon on the plane. But it does ad to the fact that they are marketing New Zealand as well to some dismay of residents of New Zealand.
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