Case Studies

Client

Air New Zealand

Agency

Tango Communications

Visit

www.nzfashionweek.com

Quick Overview

Quick overview for airnz fashion week

Air New Zealand Fashion Week
A-List Promotion

  • Registration
  • Personalised Notice
  • Entourage Form

Ubiquity built the Air New Zealand Fashion Week A-List personalised magazine website

  • What was needed?

    Air New Zealand sponsors New Zealand Fashion Week, as part of its manifesto to promote the best of New Zealand’s art and culture. Traditionally only open to fashion industry insiders, Air New Zealand wanted to give members of the public an opportunity to experience Fashion Week, while at the same time raising the profile of their sponsorship.

    The “A List” concept was introduced by Tango Communications, to let members of the public who were interested in Air New Zealand Fashion Week register their interest in attending an invitation-only fashion showcase, featuring four of New Zealand’s top designers.

    Display advertising and ‘viral’ word of mouth drew registrants to the website where they signed up to be on the “A List” and were directed to a personalised ‘mock’ magazine news page, where top designer talked about their excitement of having them attend their show. They could then invite an entourage to join them to go in the draw for tickets to the showcase.

    What we did

    Ubiquity worked with Tango Communications to build the Air New Zealand Fashion Week A-List personalised magazine website and viral marketing process.

    • During the planning stage worked with Tango’s strategy team to provide recommendations and advice on how technologies could be utilised to deliver the best results possible within the time-frame and available budget.

    • Designed and implemented the web technologies and database required to deliver the solution.

    • Built the website front end, integrating graphics and designs from Tango.

    • Hosted and supported the “A-List” site.

    The Outcome

    In only 2 weeks the website drew a large volume of traffic resulting in thousands of people registering for the A-List who then invited thousands more people as part of the viral activity. In the process of registration a high percentage of “A-Listers” also opted in to receive promotional material from Air New Zealand.

    The A-List promotion set a new internal standard at Air New Zealand in the execution of online viral marketing activity.

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