5: SOCIAL (Influencer Campaigns)
Bring On Winter - Air New Zealand
Air New Zealand
|Title of Entry:||Bring On Winter|
|Brand:||Air New Zealand|
|Product/Service:||Air New Zealand|
|Client:||Air New Zealand|
|Entrant Company:||Host/Havas Sydney|
|Creative Agency:||Host/Havas Sydney|
|Live site URL:||http://airnzbringonwinter.co.nz/|
|Date of Release:||2019-05-21|
As the national carrier, Air New Zealand wanted to promote winter in New Zealand as a place you can quite literally get away from life’s pressures in a country filled with inspiration.
After the disappointing final season of Game of Thrones, fans were desperate for a better ending to the series - one that was promised in author George RR Martin’s next book, Winds of Winter.
But Martin had his own problems. He’d developed a five-year case of writer’s block and refused to give a release date.So, Air New Zealand offered to help him finish Winds of Winter with a trip to a nation bursting with creativity… New Zealand.
Bring On Winter was a socially-driven campaign that transformed New Zealand into a country-sized muse for one person. In 48 hours, with a budget of less than $50,000, the campaign delivered $2.3 million in earned media value and over 16,000,000 media impressions.
It also caught the attention of George himself, who shared the campaign (and a glowing recommendation of New Zealand) with millions of fans.
Even better, for the first time in five years, Air New Zealand did what no-one else could – secure a release date from the author for the world’s most anticipated book.
|Account Manager:||Laura Mahoney, Ben Wall, Ant Moore|
|Creative Director:||Matt Ennis, Josie Burns|
|Digital Producer:||Stephanie Cameron|
|Designer:||Michael Macgregor, Nic Adamovich, Adam Przybylski, Natalie Shue|
|Other Credits:||Editor: Beau Simmons|
|Other Credits:||Clients: Jodi Williams, Erica Beagley, Pip Erikson, Grace Blewitt, Maria Hahn , Tara Ryan|
|Other Credits:||Executive Creative Director: Jon Austin|