In May 2010 Air New Zealand faced a serious issue in the form of a negative editorial from the Listener magazine – taking issue with the airline’s proposed alliance with Virgin Blue. The goal of this PR campaign was to turn this negative issue into a positive one and to ensure Air New Zealand came out with their famous reputation intact.

The strategy was to make our PR response intriguing, something engaging that people could share, helping us win the hearts and minds of NZ. Given the Listener had turned a deaf ear to the facts around the alliance, we replied with a letter to the editor written entirely in sign language and published in newspapers throughout NZ. The ad was supported by a website featuring a video translation of the ad.The results were instant, with media buzz building throughout the day the ads ran. In just 12 hours, the $30,000 campaign earned $300,000 of free media coverage and featured in TV news stories viewed by 967,400* New Zealanders that same evening.

We not only saved Air New Zealand’s reputation but more importantly, helped build enough public support for the Trans-Tasman alliance to be officially approved in December 2010.

Given the listener had turned a deaf ear to the facts around the proposed Air New Zealand/Virgin Blue alliance, we thought we’d reply in a language they’d understand: sign language. Seven days after the magazine ran its editorial, we ran our letter to the editor as newspaper ads in New Zealand’s four major cities. This letter was written entirely in sign language and people were directed to www.dearlistener.co.nz to view a translation of the ad.

This website featuring Air New Zealand CEO Rob Fyfe and a sign language interpreter. It also linked people to the Listener editorial. People were encouraged to share the link to the website via Facebook, Twitter and email. Breakfast radio DJs were tipped off about the newspaper ad and media interest in the issue built fast with the story and video making the 6pm news on both of New Zealand’s major TV channels that evening.

• In just 12 hours the $30,000 PR campaign earned $300,000 of free media coverage.

• One hour after the newspaper came out the topic was being discussed on nationwide radio stations• The website and video was shared tens of thousands of times in social media• That evening, the story featured on the 6 o’clock news on both New Zealand’s news channels. These stories were viewed by 967,400* New Zealanders. (*All people 18+, May 14 2010 - AGB McNair)The PR campaign not only helped earn enough public support for the alliance to be officially approved in December 2010, but actually enhanced Air New Zealand’s reputation as a big corporation people genuinely love. Funnily enough, the campaign also prompted the Listener to create an ad of their own mentioning the Air NZ CEO as one of their 'more astute' readers.