Integrated Marketing Communication for Air New Zealand

Running header: Integrated Marketing Communication 1
Integrated Marketing Communication
Students Name
Institutional Affiliation

Integrated Marketing Communication 2
Task 1.1
Integrated Marketing Communication is an approach that attempts to blend various
aspects of marketing communication tools such as direct marketing, advertising, sales
promotions, and social media through different methods, channels or media for the purpose of
creating a seamless and unified experience for the customer (Camilleri, 2018). These tools work
together in harmony since their sum is greater than their individual parts. Over the years,
integrated marketing communication has proved essential due to the benefits it brings forth in an
organization. For example, each method complements the other hence promoting a synergistic
marketing mix that allows a brand’s message effectively reach the targeted audience (Powell,
2016).
Air New Zealand employs two major integrated marketing tools in its marketing
operations through digital media. One, we have social media. The company supports its clients
on social media seven days a week through YouTube, Twitter, Facebook, Google+, Instagram
and Linked-in. This had helped challenge traditional airlines communication behaviors hence
being able to push boundaries (Rethink Travel, 2018). Secondly, we have the “better way to fly”
campaign videos. The videos focus on passenger experience feature. This has helped promote the
brand and acquire global acceptance.
Task 1.2
Campaign: “fly as like a boss”
This campaign will be for the business class individuals who desire to fly without having
to go about different processes or checks. The campaign involves the use of an integrated
systems that provide individuals with online services to book flights, check tickets or any other
necessary requirement that requires one to stop over the airport. This campaign is targeted to
reduce the time taken while waiting for ticket approvals or luggage checks. The service will cost
a little more since it will be a prime service for the airline. The airline will have a microsite that
promotes the “fly like a boss campaign” hence being able to showcase the value of choosing
New Zealand Airlines over other airlines. This campaign will help achieve the company’s
objectives of providing the best and convenient services to clients.

Integrated Marketing Communication 3
Task 1.3
The airlines market segmentation is regarded to more complex due to the extensive
crossovers within the segmentation. This is because a customer may use the services of a travel
agent for business trips and later may make online direct bookings for holidays from the Airline
(Colenso BBDO, 2004). Therefore, Air New Zealand targets its market through identifying the
customer needs. For example, the airline projects its targeted market depending on the actual
holiday needs rather than the audience’s demographic profile. This allows the company not to
limit itself. In addition, this approach is the best for ensuring the Airlines digital presence can be
accessed by all people. This allows the gathering of feedback to be quite easier and effective
hence making desired improvement is easier.
Task 1.4
Air New Zealand incorporates different digital marketing channels but the best of the
channels includes social media, content marketing and Public relations.
Social media: Air New Zealand is the first airline to run advertising on Snapchat (Bennett, 2017).
This social media platform presented a better opportunity to connect and engage with millennial
audiences.
Figure 1.1 Source: http://www.adnews.com.au/news/air-new-zealand-why-it-s-the-most-
reputable-company-in-australia/