Air New Zealand: Award-Winning Airline Rebranding

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The Challenge

Facing intense competition from Australian, Middle Eastern, and Asian carriers, Air New Zealand needed a comprehensive airline rebrand to reclaim its competitive edge through cultural authenticity, brand innovation, and world-class customer service excellence.

Our Strategic Brand Design Approach

Joining the multi-agency consortium of brand design and production specialists assigned to this major initiative, we collaborated to orchestrate a complete airline brand transformation, developing a bold visual identity system and brand strategy that extended across every customer touchpoint—aircraft livery design, staff uniforms, in-flight brand experiences, and ancillary products. This holistic brand implementation reinforced Air New Zealand as the definitive choice for domestic and international travel.

Driving Global Brand Visibility Through Creative Marketing

The brand's vision was deployed through thoughtfully selected partnerships and high-impact experiential marketing campaigns that leveraged entertainment, sport and movie franchises to underscore the authentic "Kiwi" approach of ingenuity, good humour and originality. Global impact beyond our shores was ensured with liveries that transformed planes into flying brand ambassadors, product and cabin innovations and a pioneering approach to branded content.  In another world-first, pre-flight safety briefings were transformed into viral marketing entertainment, making Air New Zealand the first airline to achieve social media viral status with safety videos, generating millions in earned media value across the USA, the UK and Asia-Pacific markets.

Brand Transformation Results

Our culturally sensitive and intelligent brand strategy and creative execution earned international industry recognition, positioning a regional carrier to compete globally and delivering measurable growth in brand perception, customer preference, and market share.