Cannes Lions
PROXIMITY CHINA, Shanghai / AIR NEW ZEALAND / 2007
Overview
Entries
Credits
Outcome
Seat sales exceeded expectations achieving around 90% pre-sale before inaugural flight, and over 80% for the post launch December & January period.Total seat sales are 5% higher than forecasted.
PR results were phenomenal with approximately 1.2 Million USD worth of coverage generated from the campaign – reaching an audience over 30 million people.
The blogging website received over 100,000 unique visitors during campaign period.
Actual visitor arrivals from China have increased by 28% for year-end February 2007, while market share of the new service is approximately 36%, which is 4% higher than our forecast.
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