FCB tasked out team with producing a captivating series of commercial spots for Air New Zealand as they expanded their operations into the southern region of the United States. The campaign, titled "The South's Got Soul," was crafted to entice travelers from Australia and New Zealand to explore the vibrant southern states. Leveraging television and online distribution channels, as well as print ads, the campaign showcased the multitude of attractions and experiences awaiting visitors in the region. The creative approach revolved around capturing the essence of the southern cultures and local communities, while emphasizing the convenience and seamless travel experience offered by Air New Zealand when journeying to and within the southern states.
Renowned for its distinct character and rich culture, the southern region of the United States showcases a tapestry of diverse experiences, ranging from the lively ambiance of New Orleans to the unique Texan flair and the vibrant rhythm that Miami exudes. To authentically capture the essence of the South and bring the creative vision to life in a captivating and impactful manner, the production was meticulously conducted on location. The objective was to showcase a wide array of cultures, delectable cuisine, and stunning geographical landscapes.
"The South's Got Soul" campaign strategically utilized social media and broadcast partnerships to effectively connect with Australian and New Zealand markets, generating targeted and earned media within this specific audience. By offering special deals and packages for flights to and from the newly established hubs, Air New Zealand made it effortlessly convenient for Australians and Kiwis to embark on their journey with them. The campaign enjoyed a successful run, airing for an extensive duration of over two years.
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