2009 saw considerable turbulence for Air New Zealand.
The global travel market was in recessionary crisis. Then Jetstar entered the domestic market, pitting Air New Zealand against two competitors who advertise lowest price for the basic flight but charge for baggage/refreshments/entertainment.
Air New Zealand was faced with two massive tasks:
1. to avoid a significant NZ market share drop, they needed to win hearts and explain their fully-inclusive fares
2. to counteract the declining global market, they needed to significantly raise their profile by engaging consumers worldwide with something ‘different’.
The ‘Nothing to Hide’ campaign featured Air New Zealand staff (including the CEO) wearing body-painted uniforms and a grin, demonstrating fare transparency and a unique attitude.
Connecting with customers was achieved through layers of compelling content, seeded innovatively. The campaign earned unprecedented levels of global engagement for a New Zealand campaign, including 10 million YouTube views and extensive media coverage.
In New Zealand, it doubled benchmark awareness levels – and crucially, maintained domestic market share at pre-Jetstar levels.