Enhancing Air New Zealand's Marketing Campaign: Strategies, Targeting, and Evaluation

Running head: MARKETING CAMPAIGN FOR AIR NEW ZEALAND
MARKETING CAMPAIGN FOR AIR NEW ZEALAND
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1MARKETING CAMPAIGN FOR AIR NEW ZEALAND
Table of Contents
Introduction....................................................................................................................2
Market research..............................................................................................................3
Existing strategies that are implemented by Air New Zealand......................................4
Online strategies.........................................................................................................4
Offline strategies........................................................................................................5
Critical evaluation..........................................................................................................6
Target customer based segment of Air New Zealand................................................6
Issues based on digital marketing related tool implemented by Air New Zealand....6
Recommended the digital marketing campaign.............................................................7
Target customers........................................................................................................8
Analysis based on the issues......................................................................................9
Communication process for customers....................................................................10
Recommended strategy for communication.............................................................11
Budget for the campaign..........................................................................................11
Process of evaluation................................................................................................12
Schedule for media...................................................................................................12
Offline based integration..........................................................................................13
Recommendations........................................................................................................13
Conclusion....................................................................................................................13
References....................................................................................................................15

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Introduction
As opined by Aslam and Karjaluoto (2017), advertising, marketing and promotions
are used in an interchangeable manner by various business organizations in order to
recognize the demands and wants of the consumers. The reach of the organization towards its
customer base is affected in a positive manner by the promotional activities that are
performed by them. Marketing research related activities that are performed by the
organizations can help them in development of proper promotional activities and
advertisements as well. The sales of modern organizations are also increased with the help of
proper promotions.
As discussed by Anusha (2016), marketing is considered to be a process that consists
of research, pricing, distribution, testing and creation based on the services and products that
are offered to the customers. Advertising on the other hand is based on the message that is
provided by the company to the customers based on the benefits that are offered by the
products. Promotional activities that are performed by the organizations are helpful for the
development of proper awareness among the consumers based on products and services that
are offered. Promotions are considered to be helpful for the branding related activities that are
performed by the organizations in an effective manner (Blakeman, 2015).
The report will be built on the marketing research and promotional activities that have
been completed by Air New Zealand in the industry. The promotional activities that have
been performed by the organization is a major part of the analysis that will be made in report.
The analysis will be based on the online as well as offline activities that have been
implemented by Air New Zealand.
Air New Zealand is a company that functions in the airlines based industry of the
country and has also gained the position of a flag bearer. Air New Zealand has its based in

3MARKETING CAMPAIGN FOR AIR NEW ZEALAND
Auckland and also operates 31 international flights and 20 domestic flights in around 19
countries in the United Kingdom and different parts of the Pacific Rim. Air New Zealand has
been a member of the Star Alliance since the year 1999. The operations of Air New Zealand
had started in the year 1940 under the name of Tasman Empire Airways Limited
(Airnewzealand.com., 2019).
The organization was further owned by the government of New Zealand in the year
1965. The organization has served many international routes till the year 1978. The major
focus of the airline network is mainly on the regions of South Pacific and Australasia. The
current fleet that is being operated by the organization mainly includes, Airbus A320, Boeing
777, Boeing 787, Airbus A320neo family. The company also received the award of Airline of
the year in 2010 (Airnewzealand.com., 2019).
Market research
According to Brettel et al. (2015), Air New Zealand has been quite successful in its
operations in different parts of the world. The international and domestic operations of the
organization have been able to provide high levels of revenues to Air New Zealand. Air New
Zealand has received the award for Best Airlines three times in a row. The branding based
activities performed by the organization have provided major levels of support to the
organization based on success that has been gained in the airlines based industry.
As discussed by Cornelis and Peter (2017), the branding and marketing strategy that
has been developed and implemented by Air New Zealand is able to place the organization
above the competitors that are a part of the same industry. The branding process of Air New
Zealand and the thinking is quite out of the box in nature. The brand has been personalised
with the help of proper promotional campaigns that have been developed by the organization.