"THE SOUTH'S GOT SOUL"

Air New Zealand

Brief

With the launch and expansion into the southern region of the United States, we were tasked to produce a series of commercial spots for Air New Zealand. "The South's Got Soul" aimed at promoting the southern states of the United States as a destination for travelers from Australia and New Zealand. The campaign featured a series of television and online distribution channels, as well as print ads, highlighting the many attractions and experiences available in the southern states. The creative focused on the vibrant cultures and local communities of the region, as well as the convenience and ease of traveling to and within the south with Air New Zealand.

Approach

The southern United States is known for its unique character and culture, including the vibrant spirit of New Orleans, the Texan flavor, and the way Miami walks to the beat of its own drum. In order to capture the essence of the south and bring the creative to life in a way that is engaging and effective, production was shot on location to show an array of different cultures, food and geography. It was produced by BOLT and Directed by Nate Simmons. Production itself took place over the course of ten days, with filming taking place in Houston, New Orleans, and Miami.

Impact

"The South's Got Soul" campaign leveraged social and broadcast partnerships to reach Australians and Kiwis and drive targeted and earned media among this audience. Special offers and packages for flights to and from the new hubs made it easy for Australians and Kiwis to experience the convenience and ease of traveling with Air New Zealand. The campaign aired for over 2 years.

Client

Air New Zealand

Brand

Air New Zealand

Agency

FCB Global, Sydney

Production Company

BOLT

Director

Nate Simmons

Creative Director

Kimberley Torrie, Hannah Stracham

Services

Creative, Production, Post