1. Air New Zealand’s Pink Flight

2. Small carrier in saturated market Lack of brand awareness in North America PROBLEM

3. Target the high traveling niche GLBT market Gay-themed “Pink Flight” Travel to Sydney, Australia for the world’s largest Gay and Lesbian Mardi Gras SOLUTION

4. 1. Raise brand awareness about Air New Zealand’s unique, kiwi service amongst the GLBT community. 2. Differentiate Air New Zealand’s brand from competitors in the United States, with emphasis on the West Coast. 3. Engage Air New Zealand employees worldwide in an event that represents the company’s values. OBJECTIVES

5. 1. Create a celebratory event that resonates with the GLBT community. 2. Create a national media relations campaign targeting both GLBT media and mass consumer media. 3. Establish an internal communication campaign to engage/invite employees to participate in the celebratory event. STRATEGIES

6. 1. Secure Notable Celebrity Host 2. Pre-Party and In-Flight Party 3. Special Media Materials and Media Training TACTICS

7. 1. Air New Zealand escorted more than 200 passengers on the Pink Flight from San Francisco to Sydney. 2. The campaign was executed on its $200,000 budget by minimizing costs through donations. 3. The Pink Flight received international media attention. 4. The Pink Flight was the largest single contributor to the airline’s 24 percent increase in ticket sales in North America in comparison with 2007’s sales. 5. The Pink Flight generated 352,104,840 total media impressions with a publicity value of $12,006,171.90. The Pink Flight was featured on an episode of Bravo’s “Kathy Griffin: My Life On the D-List,” along with mentions on The Tonight Show with Jay Leno, MSNBC Live, Early Today, Reuters, San Francisco Chronicle, Star Magazine, CBS New on Logo, MetroSource, Advocate, and Out Traveler. RESULTS