To attract peoples interest in brand and appeal Air New Zealand as the best airline to

visit New Zealand, we launched “Kiwi English lessons in the Sky”, the world’s first lessons in“Kiwi English,” the English spoken in New Zealand. Setting unique educational contents to learn Kiwi accent, we seduced the customers to become familiar with the pronunciation and of course the country itself.

“Kiwi English lessons in the Sky” contained one-to-one lessons by New Zealand-born cabin crew related to inflight services and the 11-hour flight, together with online teaching material including “One Phrase Lessons,” “Official level test” for Kiwi English, and “Personalized Vocabulary Flash Cards” where 50 New Zealanders teach authentic Kiwi English. All of these contents were offered for free.

This approach attracted great attention online, and was discussed in over 80 media. The campaign contributed greatly in improving the brand image of Air New Zealand, gaining over 12,000 positive comments on its Facebook page, and more than 10,000 applicants who took Official Level Test and applied for the present campaign. Moreover, the campaign succeeded in delivering users to the ticket sales site for the flights to New Zealand by up to 171% compared to the previous year.

The real advantage was the closer communication the Japanese were able to enjoy with New Zealanders.