The Air NZ flight was our canvas, our medium and our event. Models strutted down the aisle, giving passengers an ‘inside’, exclusive preview of couture to be showcased during fashion week. The flight arrived into Auckland for the event opening - for which all passengers were given VIP invitations.To promote this:We negotiated with NZ’s leading Fashion magazine to reuse its masthead within a very exclusive “behind the scenes deconstruction” feature. The magazine effectively ran an editorial showcase about our campaign;Massive billboards surrounded the Air NZ Fashion Week event location, drawing public attention to its scale and glamour;Partnership with New Zealand’s premier, “urban chic”, radio station created promotional excitement and then reported the flight, the fashion and Air NZ’s commitment to Fashion Week.

A daily web traffic record: grabaseat website visits increased 44% during the campaign period versus the previous 26 days.

Awareness increased from 58% to 77%.

The increase in grabaseat web traffic exceeded the breakfast TV audience numbers - evidence this campaign drove strong word-of-mouth among the bargain hunting target.