Advertisers & Agencies

Background

Air New Zealand is an international and domestic airline group which provides air passenger and cargo transport services within New Zealand, as well as to and from Australia, the Southwest Pacific, Asia, North America and the United Kingdom. Air New Zealand executed a two-month campaign during the summer travel season promoting their special fares on flights departing from Los Angeles, CA and San Francisco, CA to Auckland, New Zealand. Based on positive early campaign results, Air New Zealand tripled its budget with Undertone after the first week of the campaign.

Objectives

Increase ticket bookings for Air New Zealand’s non-stop service from Los Angeles, CA to Auckland, New Zealand.

Boost domestic travel with Air New Zealand’s new promotion that encouraged travelers to get the most out of their trip to New Zealand by adding additional domestic destinations for only $50 each.

Establish Air New Zealand as a leading carrier among Los Angeles and San Francisco travelers flying to Australia and cities throughout New Zealand.

Strategy
Undertone analyzed historical data from previous Air New Zealand campaigns in order to determine which placements, websites and targeting methods would be most effective.

Air New Zealand wanted to reach travelers in the Los Angeles area so Undertone executed a campaign targeting Los Angeles IP addresses. In addition, Undertone concentrated delivery on local news properties, including local affiliate websites for ABC and NBC, LATimes.com, along with various sports and destination websites to ensure maximum penetration in the Los Angeles market.

Undertone’s behavioral targeting technology was used to reach travelers that had either booked tickets or shown an interest in booking tickets with Air New Zealand or other airline partners in the past. With behavioral targeting, Undertone increased campaign efficiency by ensuring Air New Zealand’s ads were served to qualified, interested travelers and provided up-sell opportunities to recent customers using sequential advertisements.

Client: Air New Zealand

Results

Air New Zealand started this promotion as a short term fare sale but the results were so strong that it became one of their standard promotions and prompted the creation of the Air New Zealand Fare Pass.

Undertone helped to further establish the Air New Zealand brand in the marketplace by ensuring the company had a consistent presence on prominent websites frequented by those in the Los Angeles and San Francisco area.

Undertone exceeded Air New Zealand’s performance expectations in both conversions and click-through rates.

"We work with Undertone because of their great site placements, variety of targeting and optimization capabilities along with their consistent campaign performance. The Undertone team is very knowledgeable and proactive in campaign management and is constantly making recommendations to help us fully leverage all their network has to offer.”

Larry L. Lentz
Online Marketing
Executive
Air New Zealand