|Title||BRING ON WINTER|
|Brand||AIR NEW ZEALAND|
|Product / Service||AIR NEW ZEALAND|
|Category||B07. Use of Celebrity, Influencers & Key Opinion Leaders|
|Entrant||HOST/HAVAS Sydney, AUSTRALIA|
|Idea Creation||HOST/HAVAS Sydney, AUSTRALIA|
|PR||HOST/HAVAS Sydney, AUSTRALIA|
|Production||HOST/HAVAS Sydney, AUSTRALIA|
|Jon Austin||Host/Havas Sydney||Executive Creative Director|
|Matt Ennis||Host/Havas Sydney||Creative Director|
|Josie Burns||Host/Havas Sydney||Creative Director|
|Stephanie Cameron||Host/Havas Sydney||Broadcast Producer|
|Olivier Boulbain||Host/Havas Sydney||Digital Producer|
|Phil Pickering||Host/Havas Sydney||Senior Planner|
|Nic Adamovich||Host/Havas Sydney||Head of Design|
|Michael Macgregor||Host/Havas Sydney||Designer|
|Adam Przybylski||Host/Havas Sydney||Senior Digital Designer|
|Yoann Bernex||Host/Havas Sydney||Technical Lead|
|Melanie Devonshire||Host/Havas Sydney||Senior Front End Developer|
|Ant Moore||Host/Havas Sydney||Managing Partner|
|Laura Mahony||Host/Havas Sydney||Senior Account Director|
|Catherine Duff||Host/Havas Sydney||Senior Account Manager|
|Jodi Williams||Air New Zealand||General Manager Global Brand and Content Marketing|
|Erica Beagley||Air New Zealand||Senior Manager Brand Marketing|
|Pip Erikson||Air New Zealand||Senior Manager Commercial & Strategic Projects|
|Grace Blewitt||Air New Zealand||Brand Marketing Manager|
|Maria Hahn||Air New Zealand||Social Media Manager International|
|Tara Ryan||Air New Zealand||Social Media Specialist|
After many fans were disappointed with the final season of Game of Thrones, the internet was full of articles speculating when series author, George RR Martin, would release the next books, hopefully with a better ending. Air New Zealand created its own news, by proposing a trip to New Zealand as a way to solve writer's block and save the globally followed story. This resulted in a response from George RR Martin himself, and more articles, this time with Air New Zealand playing a key role.
The world’s most famous author George RR Martin was suffering from the world’s most famous case of writer’s block. After the conclusion of the popular TV show, fans were frantic to read his next installation in the Game of Thrones series. Problem was, between big city living, media obligations, red carpet interviews and constant pressure from fans, Martin was five years overdue, and refused to even give a deadline.
Between our inspirational landscapes and ‘get it done’ mentality, New Zealand is a hot house of creativity. So, as the national carrier, Air New Zealand created a campaign offering George a free work-cation to New Zealand, using our inspiring country at the bottom of the world to, quite literally, get away from life’s pressures and finish his book.
Using social listening tools, we identified a relevant, timely sentiment that would allow Air New Zealand to solve a problem for the global Game of Thrones audience, who were dissatisfied with the ending of the show, and were wanting George RR Martin to finish the book.
We created a tourism campaign, for one person. We offered George RR Martin a free flight to New Zealand so he could finish his next book in the series. This started with a tweet to him, written Valyrian, the fictional Game of Thrones language. This was quickly decoded by fans. We then posted a video inviting him to New Zealand and asked fans to share it with him. We also made a website for George, just in case he wanted to read up on what there is to see and do in New Zealand.
Fans shared our campaign with George, and two days later, George himself shared the campaign with his millions of fans. He penned a glowing travel review of New Zealand on his blog, and even gave Air New Zealand permission to imprison him in their beautiful homeland if he didn’t have the next book finished by July 2020. The world finally got its release date, and Air New Zealand got the world’s attention. Media impressions: 16m+ Earned media: $2.3m+ Return on investment: 6500%+ 3M Total Global Reach on Social > KPI was 1.5M (58% paid/42% organic) 1.4% Engagement Rate > KPI was 1% 95% Strongly Positive + Neutral Sentiment > KPI was 90%