Analysis of Integrated Marketing Communication at Air New Zealand

This report provides an analysis of Air New Zealand's integrated marketing communication (IMC) strategies, focusing on their use of digital media, particularly social media and content marketing. It highlights the airline's "better way to fly" campaign and a proposed "fly like a boss" campaign targeting business class travelers. The report discusses Air New Zealand's market segmentation approach, emphasizing customer needs over demographics, and identifies key digital marketing channels such as social media, display advertising, and content marketing. It also examines the consistency with which Air New Zealand applies these channels, providing examples of their implementation. Furthermore, the report identifies internal and external stakeholders involved in the proposed campaign and suggests strategies for effective stakeholder engagement. The analysis underscores the importance of IMC in achieving marketing objectives and enhancing brand awareness for Air New Zealand. Desklib provides this document as well as a wealth of study resources for students.

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/

Integrated Marketing Communication 4
Display advertising: The airline places display ads, interactive ads and overlays on blogs,
websites and forums so as to reach out to potential customers as well as generate brand
awareness.
Figure 1.2 Source: https://fontsinuse.com/uses/12695/air-new-zealand-web-ads/
Content marketing: for example, the airline’s video campaign named the “better way to fly
video” that features a Goose named Dave, and a Kiwi named Pete. This video helps display the
passenger experience features including the inflight-dining and the airline’s unique Sky couch
seating (Bennett, 2017).
Figure 1.3 Source: https://www.airnewzealand.co.uk/long-haul-economy/

Integrated Marketing Communication 5
Task 1.5
Air New Zealand has applied the above digital marketing channels consistently hence gaining
more traffic and brand awareness. The following digital media displays how the channels have
been employed consistently.
1. Content marketing channel
Figure 1.4 Source: https://apex.aero/2017/09/22/inspiration-behind-air-new-zealands-better-
way-fly-campaign/
2. Display advertising channel.
Figure 1.5 Source: https://www.traveltrends.biz/ad-air-new-zealand-ad-may-12/

Integrated Marketing Communication 6
3. Content marketing channel.
Figure 1.6 Source: http://theinspirationroom.com/daily/2016/air-new-zealand-better-way-to-fly/
4. Content marketing/ social media channel.
Figure 1.7 source: https://www.tnooz.com/article/air-new-zealand-buries-social-media-
campaign-with-online-whodunnit/

Integrated Marketing Communication 7
Task 2.1
The stakeholders who can be part of the campaign include:
Internal stakeholders. Managers: they will assist in officiating the service so that it runs effectively in
accordance with the airline’s objectives.
 Technical team: The team will be essential in developing the system that will provide the
service.
 Sales team: They will help promote the campaign by restructuring ways that will be used
to attract the desired customer for the campaign.
External stakeholders.
 Business class travelers: include the customers who will use the service.
 Press/media: include partners who will assist in marketing the campaign.
 Consultants: these stakeholders aid in ensuring the service is beneficial to the company
by offering advice to the airline.
Task 2.2
 Tailor content based on each stakeholder segment: designing content that is focused
around specific interests and concerns allows more engagement (Standing Partnership,
2018). This can be achieved by replicating models that received positive reviews or
comments.
 Engaging active and continuous dialogue with stakeholders: For example, the use of
social media can help gather first hand insights and experiences from stakeholders hence
increasing mutual understanding and mitigating risks (Standing Partnership, 2018).
References

Integrated Marketing Communication 8
Bennett, L. (2017). Air New Zealand: Why it's the most reputable company in Australia – Ad
News. Retrieved from http://www.adnews.com.au/news/air-new-zealand-why-it-s-the-
most-reputable-company-in-australia/
Camilleri, M. A. (2018). Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Colenso, BBDO (2004). Air New Zealand - Retail relaunch. Retrieved from
https://www.warc.com/fulltext/CAANZ/79798.htm/
Powell, H. (2016). Integrated Marketing Communications in the 21st Century - Soaring Away.
Retrieved from http://soaringaway.com/integrated-marketing-communications-21st-
century/
Rethink Travel (2018). “How We Do Social” – how Air New Zealand embraced social media to
take on the world. Retrieved from
https://rethinkingtravel.wordpress.com/2012/09/11/how-we-do-social-how-air-new-
zealand-embraced-social-media-to-take-on-the-world/
Standing Partnership (2018). Three Ways to Enhance Stakeholder Engagement with Social
Media | Standing Partnership. Retrieved from https://standingpartnership.com/three-
ways-to-enhance-stakeholder-engagement-with-social-media/