Air New Zealand’s “The Great Christmas Chase” campaign leverages the festive season's emotive power to reinforce the brand’s promise of delivering memorable, seamless travel experiences during a typically stressful period. Positioned within the travel and tourism sector, the campaign’s underlying proposition is that Air New Zealand enables journeys where the seemingly impossible becomes possible, inviting viewers to embrace the holiday spirit while emphasizing safety and calm. By juxtaposing high-energy, professionally executed stunts with a clear caution against reckless behavior, the narrative subtly underscores the airline’s commitment to passenger safety and reliability, ultimately promoting a smooth and enjoyable travel experience.
Strategically, the campaign utilizes a storytelling approach that taps into the heightened emotional context of Christmas—a time when travel demands spike and passenger stress is common. The creative angle hinges on humor and spectacle, using impressive stunts to capture attention and convey excitement associated with holiday travel, while the accompanying cautionary note grounds the message in responsibility and care. This balance aligns with consumer desires for joyful yet safe holiday experiences. Targeting a New Zealand audience familiar with holiday travel pressures, the campaign appeals to both emotional aspirations and practical considerations, differentiating Air New Zealand as both an enabler of magical moments and a trusted steward of passenger well-being. The campaign’s strong digital presence, reflected in millions of views and active engagement on YouTube, further amplifies its reach and relevance during the peak travel season.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
'The Great Christmas Chase' campaign is best characterized as an Exemplary Story. The title and description suggest a narrative-driven film featuring a chase during the Christmas season, with Air New Zealand's service forming the contextual backbone. The plot likely centers around characters navigating airport holiday chaos, using the "magic of Christmas" as a storytelling device. Although exaggerated "stunts" and a playful tone are present, there's no parody, testimonial, or symbolic benefit focus—rather, the brand orchestrates the story, positioning the airline experience (the product) as integral to the plot’s progression and resolution, matching the genre and narrative metadata cues.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Qantas Airways – Positioned as Australia’s flagship carrier, Qantas emphasizes safety, reliability, and premium service with a strong focus on connectivity between Australia, New Zealand, and the Asia-Pacific region. Their brand highlights innovation and a rich heritage, appealing to both business and leisure travelers seeking comfort and seamless travel experiences.
2. Jetstar Airways – As a low-cost carrier owned by Qantas, Jetstar targets budget-conscious travelers in Australasia. It differentiates itself by offering competitive pricing and frequent promotions without compromising on essential services, making air travel more accessible especially for younger or cost-sensitive leisure travelers.
3. Singapore Airlines – Renowned globally for exceptional in-flight service and luxury, Singapore Airlines leverages premium international connectivity from New Zealand to global destinations. Its brand is synonymous with comfort, innovation, and a superior customer experience, targeting discerning travelers seeking high-quality international travel.
4. Emirates – Emirates positions itself as a luxury global airline offering extensive route networks and exceptional onboard amenities. It differentiates through comfort, cutting-edge entertainment systems, and a strong focus on the premium segment, attracting travelers from New Zealand looking for long-haul flights with a high level of service.
5. AirAsia – AirAsia serves as a budget carrier focused on affordable travel across the Asia-Pacific region, including flights connecting with New Zealand. Its strategy revolves around low fares, digital convenience, and youthful branding, appealing primarily to younger travelers and cost-conscious consumers seeking value and simplicity in travel.
Q: What is The Great Christmas Chase about?
A: The Great Christmas Chase is a 2023 film campaign created for Air New Zealand by Bastion Shine and Dentsu, targeting the New Zealand travel and tourism market during the holiday season. The campaign centers on the magic of Christmas making the impossible possible, using a narrative-driven chase set in an airport environment. It combines professional stunt work with a playful tone to capture the excitement of holiday travel while emphasizing safety and calm. The campaign encourages viewers to enjoy a slow, safe, and relaxing Christmas, reinforcing Air New Zealand’s role as a trusted travel partner during a typically stressful period.
Q: What creative device does The Great Christmas Chase use?
A: The Great Christmas Chase employs the Exemplary Story format as classified by Clapboard’s 12-format taxonomy. This creative device tells a story where the product—in this case, Air New Zealand’s airline service—plays a vital role in the plot and resolution. The campaign uses a narrative-driven film featuring a festive chase, with the airline experience forming the contextual backbone. The storytelling balances high-energy stunts with a responsible message, positioning the brand as integral to the unfolding holiday travel story and delivering a memorable, emotionally engaging viewer experience.
Q: What is the campaign proposition for The Great Christmas Chase?
A: The Great Christmas Chase positions Air New Zealand as the enabler of magical and seamless holiday travel experiences during the busy Christmas season. It targets New Zealanders familiar with the stress of holiday travel, inviting them to embrace the festive spirit while emphasizing safety and calm. The campaign’s strategic message is that Air New Zealand makes the seemingly impossible possible, combining humor and spectacle with a clear caution against reckless behavior. This approach highlights the airline’s commitment to passenger safety and reliability, aligning with consumer desires for joyful yet responsible holiday journeys.
Q: How does The Great Christmas Chase rank in Clapboard's archive?
A: The Great Christmas Chase holds a Clapboard Campaign Score of 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the travel and tourism sector. Clapboard’s global ad archive uses this rating to indicate the campaign’s effectiveness in storytelling, production values, and its resonance with the target audience during the holiday season.
Q: Who are the competitors in Air New Zealand's category?
A: Air New Zealand competes with several key airlines in the Australasian and international travel markets. Qantas Airways positions itself as Australia’s flagship carrier, emphasizing safety, reliability, and premium service with strong regional connectivity. Jetstar Airways targets budget-conscious travelers with competitive pricing and frequent promotions. Singapore Airlines is known for exceptional in-flight luxury and global connectivity, appealing to discerning international travelers. Emirates offers extensive route networks and premium onboard amenities, focusing on the luxury segment. AirAsia serves as a budget carrier prioritizing low fares and digital convenience for younger, cost-sensitive travelers across the Asia-Pacific region.
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