October 9, 2008
Bald Heads Wanted for a Change
Air New Zealand is holding a casting call in late October to select 30 adults to be shaved and tattooed to serve as cranial billboards in Los Angeles as part of the airline's marketing campaign promoting life-changing journeys to New Zealand.
Those selected will be shaved and the backs of their heads branded with a temporary, two-week henna tattoo that will read "Need a Change? Head Down to New Zealand www.airnewzealand.com." The message reflects the airline's advertising campaign communicating the potential for a life-change, as well as the election and economic environment that is top-of-mind for many Americans.
Each cranial billboard winner can choose a cash prize or an economy roundtrip ticket to New Zealand. Cranial billboards will be asked to go about their bald lives hat-free carrying the message and, when asked, communicating about individuals' needs for change and the transformation that a journey to New Zealand offers. Cranial billboards will encourage readers to enter a sweepstakes at www.airnewzealand.com to win a life-changing journey for two to New Zealand.
"Gas prices, the economy, the bank situation, the housing market, and the dynamic election are leaving many Californians with a need for change," says Roger Poulton, Air New Zealand's vice president - the Americas. "People choosing long-haul travel must be convinced that they will have the experience of a lifetime. A journey to New Zealand will transform them."
"What better way to illustrate a dramatic transformation than to shave one's head?" asked Poulton. "I was trying to save what few pieces of hair I have left, but I might volunteer to be a cranial billboard."
The choice to adopt the cranial billboard in Los Angeles comes after the airline's very successful cranial billboard casting call that recently was held in New Zealand. Air New Zealand's North American marketing group believed that the cranial billboard concept was the perfect way to communicate its current "Depart a Californian. Return a Kiwi" advertising campaign, which creatively illustrates a juxtaposition of before and after images of life-changing journeys. Air New Zealand believes using people to communicate one-on-one with other people, about the potential for a life-change, will turn heads.
Details of time and location of the casting call will be released later this week. For more information about Air New Zealand please visit www.airnewzealand.com.
About Air New Zealand
Air New Zealand offers more direct flights to the South Pacific than any other airline, including non-stop flights from San Francisco, Los Angeles, Honolulu, Beijing and Vancouver to New Zealand, as well as Los Angeles non-stop to the Cook Islands and Samoa. Other popular destinations include Australia, China, Japan and Tonga. In addition to flying non-stop Los Angeles-London, Air New Zealand's route between London and Hong Kong now allows customers to fly round-the-world on one airline. Consistently rated among the world's best international airlines, Air New Zealand's new Inflight Concierge Service provides all passengers with a range of services to every , from travel advice to assistance with onward bookings. Air New Zealand's most recent accolades include "Best Transpacific Airline" at the 26th Airline Industry Awards, "Best Passenger Service" award by Air Transport World magazine, "Best Airline to the South Pacific, Australia, and New Zealand", Business Traveler Magazine (USA) and "Best Business Class Red Wine" for the Martinborough Pinot Noir 2005 at the 2007 Cellars in the Sky awards. United Mileage Plus, US Airways Dividend Miles and Air Canada's Aeroplan members earn and redeem mileage on select flights. Flight and vacation essentials can be booked on AirNewZealand.com or by calling 1-800-262-1234 in the USA and 1-800-663-5494 in Canada. Air New Zealand is a member of the Star Alliance network.