Air New Zealand safety video a global hit

Air New Zealand safety video a global hit

Air New Zealand’s latest safety video is a global hit, achieving worldwide media coverage and 6.2 million YouTube views in just four days since launching.

The safety video is inspired by the upcoming fantasy adventure The Hobbit: An Unexpected Journey, a New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM) production, which is the first in a trilogy of films from Kiwi director Sir Peter Jackson. The video has been created in conjunction with the Academy Award-winning Weta Workshop (The Lord of the Rings films) and features appearances from Jackson, as well as the unforgettable character Gollum, and descendants of J.R.R Tolkien, author of the timeless masterpiece The Hobbit on which the trilogy is based.

Air New Zealand’s Head of International Marketing, Jodi Williams, says the safety video was a viral hit from the moment it was launched.

“On the first day the safety video was watched by more than a million people on YouTube and that number has now grown to well over 6 million in just four days. On top of that stories on the video have featured in some of the world’s biggest news outlets, such as CNN, Sydney Morning Herald, The Telegraph and Wall Street Journal. The video has been simply fantastic for growing global awareness of the forthcoming movie, Air New Zealand’s brand and New Zealand as a destination. But most importantly it’s been a hit with customers on our aircraft and has again shown that by creating world class content people will engage with the safety messages,” Ms Williams says.

The safety video can be viewed at www.youtube.com/airnewzealand and images from it are available for download at www.airnzhobbitmedia.com. Customers who pay close attention to the safety video could win a once-in-a-lifetime Middle-earth experience in New Zealand. Hidden within the video are secret Elvish codes. Viewers who spot the codes can then visit www.airnzcode.com/hobbitmovie to unlock the door to Bag End and be in to win a trip for two to New Zealand, including a tour of the Hobbiton movie set, a visit to the Weta Cave in Wellington and double passes to the red carpet global premiere of The Hobbit: An Unexpected Journey.

Ms Williams says Air New Zealand will invest several million dollars in Australia, Asia, the United States and Europe on uniquely Air New Zealand marketing efforts related to The Hobbit movies to attract more tourists to New Zealand. The airline is also working with Tourism New Zealand on a range of initiatives, including helping to bring a large contingent of journalists to experience Middle-earth.

A forthcoming feature of Air New Zealand’s support of The Hobbit: An Unexpected Journey will be a themed aircraft which will be revealed prior to the movie’s global premiere in Wellington on November 28.

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