Air New Zealand / Experiential

Bad Tan Lines

Target

General population, specifically 18 – 34 years old

Markets + Timing

Vancouver and Toronto
October, 2011

Objectives

Increase awareness of the destination and the benefits of traveling there within the travel period
Drive traffic to the Facebook page and encourage entry into the contest

Strategy

Street teams showcasing bad sunglasses and body tan lines went around high traffic areas in order to capture the attention of the target group
They intercepted the target group during the early morning commute and busy shopping hours on the weekends
They distributed drive to Facebook postcards and branded sunglasses to people who would stop for a picture or answer New Zealand trivia.

Results

15,000 post cards and 2,500 branded sunglasses distributed
Approximately 30,000 consumer impressions generated
Client’s website experienced record breaking activity during the month of the promotion!