Air New Zealand: AM809001 Marketing Proposal for Digital Campaign

This report provides a comprehensive marketing campaign proposal for Air New Zealand, critically evaluating their existing online and offline strategies, target customer segments, and issues related to digital marketing implementation. The report identifies challenges such as communication gaps with Australian customers and investment issues in digital technologies. It recommends a new digital marketing campaign with specific target customers, issue analysis, communication processes, and budget allocation. The proposal includes a media schedule, offline integration strategies, and evaluation processes to enhance Air New Zealand's market position. Desklib offers more resources like this, including past papers and solved assignments.

Running head: MARKETING CAMPAIGN FOR AIR NEW ZEALAND
MARKETING CAMPAIGN FOR AIR NEW ZEALAND
Name of the Student
Name of the University
Author Note

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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

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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.

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The relatability of the organization with its customers was high and the brand was able to
develop a loyal customer base in the airlines based industry.
According to Duthie et al. (2017), the usage of new technologies in the operations has
been promoted by the organization in order to increase the levels of awareness. The success
that has been gained by Air New Zealand has inspired different other organizations that
operate in the airlines based industry. The airlines based industry had gone through a huge
level of turmoil in the year 2001. Air New Zealand had however developed strategies that
have been helpful for the organization to survive in the industry. The promotional strategies
which have been used by Air New Zealand are online and offline in nature.
As discussed by Dwivedi, Kapoor and Chen (2015), the organization has used many
celebrity endorsements in order to continue the marketing based campaigns in an effective
manner. Social media and digital marketing based activities have also been performed by the
organization for the purpose of reaching the customers within a short period of time. Market
research has proved to be a major part of the success levels that have been gained by the
organization in the highly competitive airlines based industry. The organization is highly
dependent on the passengers for the profits and revenues that have been gained. The domestic
and international passengers of the organization are attracted with the help of different
marketing based campaigns and promotional activities of the organization (Harmeling et al.
2017).
Existing strategies that are implemented by Air New Zealand
Online strategies
As discussed by Jankowski et al. (2017), Air New Zealand has been able to form its
position in the airlines industry with the help of its effective promotional approaches that
have been performed on an online basis. The recent online promotional campaign of the

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organization has been named as “Personality allowed”. The digital campaign that has been
developed by the organization is aimed at attracting the customers and interacting with them
in an effective way. Online banners are formed in order to attract the customers towards the
services that are provided by the organization. The online campaign that has been launched
by the organization was highly star studded in nature and has been rolled out in different
countries like, Europe, UK, South America and Asia.
According to Keegan and Rowley (2017), the campaign has been mainly targeted
towards the consumers of the organization in South America and North America. A detailed
research has been made based on the customers of the organization in order to understand
their demands and needs and to develop the digital campaigns accordingly. The social media
based activities that have been performed by the organization are conducted with the help of
different social media based pages like, Facebook. The #EmojiJourney had been launched by
the organization in order to reach the customers. The campaign named “Better Way to Fly”
had been launched by the organization in order to reach the customers and improve the image
based on environment of New Zealand (Kelly-Holmes, 2016).
Offline strategies
As discussed by Key and Czaplewski (2017), the offline strategies that have been
implemented by Air New Zealand are based on different celebrity endorsements which have
been placed on the television. The banners and print ads are also developed by using celebrity
based endorsements. The organization aims at developing the advertisements in such a
manner so that they are able to provide an idea based on the progressive side of New Zealand
in an effective manner. The offline branding and promotional strategies have been able to
provide the company with an edge in the airlines industry in comparison to the other
organizations that are operating in the industry.

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Critical evaluation
Target customer based segment of Air New Zealand
As discussed by Kuo and Rice (2015), the North American customers are a major
target segment of Air New Zealand in the airlines based industry. The business travellers as
well as the economy travellers are considered to be a major part of the target segment of Air
New Zealand. The retail travel based segment has been targeted by Air New Zealand in an
effective manner with the help of different campaigns.
According to O'Connor et al. (2016), the organization has mainly targeted the long
haul based customers who wish to fly from New Zealand to different countries. The short
travel based customers are however considered to be a major part of the customer base that
has been developed by the organization. The market segmentation based activities that have
been performed by the organization are highly complex in nature. The actual holiday based
needs of the consumers have been considered to be a key aspect that has been able to affect
the target customer group of the organization.
Issues based on digital marketing related tool implemented by Air New Zealand
The digital and social media based tools that have been implemented by Air New
Zealand have faced major issues. The strategies that have been developed by the organization
are considered to be an important part of digital marketing related activities. However, the
organization has faced some major issues that are related to the proper implementation of
digital as well as social media related strategies (Opreana & Vinerean, 2015).
Lack of proper communication with Australian customers – Air New Zealand has
not been able to connect with the Australian consumers in an active way with the help of its
digital strategies. The Australian travellers have not used the flights of the organization in
order to cover the long distances (Percy & Elliott, 2016). The organization had mainly

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provided short distance travel based services to the customers. The online campaigns and
social media based pages of the organization have not been able to attract the customers in an
effective manner. The levels of awareness based on the services that are offered by Air New
Zealand to the consumers are also quite low (Quesenberry, 2015).
High levels of investments made in digital technologies – Air New Zealand has
aimed at digital transformation and the company has made high levels in investments in the
implementation of digital technologies. The business analytics based process has been
implemented by Air New Zealand in an effective manner. The customers, operations and
sales based channels of the organization have been targeted with the help of digital analytics
based activities (Rowles, 2017). The investment that has been made by the organization in
digital technologies have proved to be a significant portion of the digital marketing related
activities that have been performed by the organization. The lack of leadership position of the
organization is considered to be a major aspect that has affected the levels of investment that
have been made by Air New Zealand (Ryan, 2016).
Recommended the digital marketing campaign
As discussed by Schwartz, Bradlow and Fader (2017), the two major issues that have
been identified in case of the operations of Air New Zealand. The lack of proper
communication with Australian customers with the help of digital channels is a major issue
that has been faced by the organization. The organization has also not been able to develop a
leadership position in the international airlines based industry in comparison to the other
large organizations that are already operating. The levels of investments that are thereby
made by the organization in digital marketing related activities have an impact on the
revenues and profitability levels of the organization.

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As opined by Spiller and Tuten (2015), the recommended strategy that will be
suggested to the organization is based on the ways by which investments related to the digital
technologies can be reduced in an effective manner. The strategies will also be built on the
ways by which the company will be able to increase the customer base in different countries.
The digital technology based activities have an impact on the revenues that have been earned
by the organization. The advertisement based campaigns that have been developed by the
organization are also based on the celebrity endorsements which require high levels of
investments. The recommended strategy will help in the development of strategies in such a
manner so that the organization does not need to make high levels of investment.
Target customers
As discussed by Stead and Hastings (2018), the services that are offered by Air New
Zealand have been able to affect different segments of customers in the airlines based
industry. The segmentation based process of customers in the organization are related to
different factors that are as follows,
Demographic segments  The demographic variables can be
used by Air New Zealand in order to
divide the customers into different
age groups. The business travellers
who belong to the age group of 25
years to 45 years are a major part of
the customer segment (Todor, 2016).
 The economy based travellers who
can be targeted by the organization
are also based on different customer
segments that include, various age
groups. The segments mainly
include, both males and females.
 The incomes of economy based
travellers and business travellers are
considered to be an effective factor
based on demographic segmentation
(Tuten & Solomon, 2017).
Geographic segment  Air New Zealand can target different
types of customers who belong to
different countries including

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Australia and various other
countries. The Australian customers
need to be targeted by the company
with the help of proper services and
digital marketing (Wiebe, Basil &
Runté, 2017).
Behavioural segments  The preferences related to services
that are provided by Air New
Zealand are considered to be a key
aspect that can have an impact on
the ways by which the company is
able to develop the services.
 The loyal base of customers of Air
New Zealand can be considered to
be a major part of the behavioural
segments (Wu, 2016).
Analysis based on the issues
As discussed by Zhu and Chen (2015), Air New Zealand has developed the
promotional strategies in order to improve its position in the airlines industry and to attract
the consumers in an effective manner. The organization has developed its presence on social
media, however, the communication with the consumers has not been quite successful in
nature. Air New Zealand has a Facebook page and has also provided many different videos in
the social media platform. However, the organization has not been able to interact with the
customers in different areas of the country.
As opined by Spiller and Tuten (2015), Air New Zealand has launched many different
campaigns that are provided to the customers with the help of the social media based stages.
However, the interaction of the company with the customers has been formed effectively with
the help of these social media based platforms. The costs that are related to the development
of digital strategies by Air New Zealand are considered to be a major issue that is faced by
the organization. The organization has made huge levels of investments in the development
of promotional activities by involving the celebrities.

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As discussed by Schwartz, Bradlow and Fader (2017), Air New Zealand has not been
able to develop a leadership place in the industry. The most important part of the investments
that have been made by the organization are mainly based on the celebrity endorsements. The
development of digital technologies for formation of digital marketing based strategies are
also considered to be a major factor that can have an impact on the costs that are incurred by
the organization. The organization is however not able to receive effective levels of returns
based on the investments that have been made in the operations. The marketing based
campaign formed by the organization has not been able to provide effective returns. The
company can aim at increasing the levels of awareness of the customers based on different
services that are offered (Tuten & Solomon, 2017).
Communication process for customers
As discussed by Dwivedi, Kapoor and Chen (2015), the communication based process
that has been used by the organization with the customers has to be based on the ways by
which the management is able to respond to their queries in an effective manner. The target
customers of the organization need to be communicated about the services that are provided
to them. Air New Zealand can promote the services which are unique in nature as compared
to the other organizations. The different types of mediums that have been used by the
organization are considered to be an important part of the ways by which awareness based on
the services can be increased.
According to Brettel et al. (2015), the target customers of the organization that
include, the Australians can be targeted with the help of proper communication that includes
different parts of the culture that is followed by them. The digital technologies that have been
implemented by the organization need to be promoted among the customers in order to attract
them towards the products and services that are offered to them. The development of proper

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relationship with the customers is also considered to be a major factor that can help the
organization to maintain the loyal base in an effective manner.
Recommended strategy for communication
The development of a proper communication based strategy is considered to be an
important part of the communication process of the organization. The organization needs to
develop the targets and objectives in such a manner so that the communication based
activities can be performed in an effective manner. The message that can be provided to the
customers is mainly based on the targets and objectives that have been set by the organization
(Blakeman, 2015). Different marketing based channels can be used by the company in order
to communicate with the consumers. Social media is considered to be the most important
factor that can be used by the organization in order to connect with the consumers. The
investments that can be made by the organization based on communication related activities
will also be quite low in this case (Zhu & Chen, 2015).
Budget for the campaign
Promotion Tools Amount
(in €)
Digital Media Marketing Tools
Facebook €3,000
Twitter €4,000
You Tube €3,200
Total Social Media Marketing expenses €12,000
Other Online Marketing Media
E-mail Marketing €20,000
Online Display advertisements €9,000
Other Online promotional Campaigns €25,000
Total Budget for Online Media €76,200
Traditional Marketing Media
Newspapers €10,000
Magazines €30,000
Total Print Media €40,000
TV Channels €75,000
Billboards €30,000

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Total €105,000
Total Required Budget for Promotion €181,200
Process of evaluation
The monitoring and evaluation based process that can be implemented by the
organization are mainly based on different performance based indicators of the organization.
The increase in number of customers is a major factor that can be considered in order to
decide the ways by which the marketing campaign has been successful in nature. The
satisfaction based levels of the organization can be measured in order to analyse the levels of
effectiveness of the marketing based campaign. The revenues and returns on investment are
important factors which can help in deciding the ways by which marketing campaign has
been effective in nature (Opreana & Vinerean, 2015).
Schedule for media
Main activities/ stages 1st-2nd
Week
3rd- 4th
Week
5th- 6th
Week
7th-8th
Week
9th- 10th
Week
11th- 12th
Week
Content selection for public
relation campaign
Date, time and venue selection
Pre-event activities
Press Conference
secondary data collection
Arrangement of transport
Analysis & Interpretation of
Data Collection
Post event activities
Press release distribution
Media database
Follow ups

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Offline based integration
The offline strategies that have been implemented by the organization are considered
to be much more effective for Air New Zealand as compared to the digital or the offline
strategies. The traditional promotional strategies that have been implemented by the
organization have been much more effective for the position that has been formed in the
airlines based industry (Tuten & Solomon, 2017). The new services that have been launched
by the organization are thereby considered to be highly effective for the organizational
operations. The organization can aim at introducing the new services and products to the
customers with the help of new campaigns and processes that have been implemented. The
changes that have been implemented in different services can be communicated to the
customers as well (Wiebe, Basil & Runté, 2017).
Recommendations
 The organization needs to develop the packages in such a manner that are able
to attract the customers from different parts of the world in order to consider
different long distance and international operations.
 The services and products need to be divided into economy as well as luxury
segments in order to attract different levels of customers towards the services.
Conclusion
The report can be settled by asserting that Air New Zealand will be able to develop a
place in the airlines based industry with the help of different types of online as well as offline
strategies. The online promotional issues that have been faced by the organization have been
affected in a huge manner by the ways by which investments are made by Air New Zealand.
The company can however aim at reducing the costs with the help of proper strategies that
involve more of the online strategies that can be implemented with lower costs.

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