Air NZ heads up new ad campaign

Stuff.co.nz

Last updated 12:22 09/09/2008

Fairfax Media

HEAD'S UP: Air New Zealand's new Cranial Billboards campaign will use the back of people's heads to advertise changes to the airline's check-in system.

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Air New Zealand wants people to know their new check-in system like the back of their heads.

The airline is holding auditions for people to be 'Cranial Billboards', with those selected to be shaved on the spot and the back of their heads branded with a temporary tattoo that will be visible for approximately two weeks.

The tattoos will alert people to the changes to the airline's check in system and direct them to learn more at changingthewayyoufly.co.nz.

Each 'Cranial Billboard' will receive $1000 cash for their efforts, Air New Zealand said.

"Check-in queues have become a fact of life that travellers begrudgingly accept. You end up staring at the back of people's heads, waiting for the line to move forward.

"So how better to tell our customers that Air New Zealand is going to do something about it at our three main domestic airports, than through messaging they can read while they're standing in a queue themselves?" said Air New Zealand's General Manager Marketing Steve Bayliss.

Casting calls will be held at Frank Kitts Park, Wellington, Wednesday 17 September, 12-2pm; Aotea Square, Auckland, Thursday 18 September, 12-2pm; and Victoria Square, Christchurch, Tuesday 16 September, 12-2pm.

All 'Cranial Billboard' casting calls are open to the public as well as those registering for selection as a Cranial Billboard. The airline is offering a free BBQ and refreshments, as well as entertainment from top Kiwi band Elemeno P.

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28 comments

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lisa #28 05:26 pm Jan 28 2009

hi there, i was oone of the 25 chosen today in akld to be part of this promo, i tell ya its been one hell of an experience and how easy is that, to score $1000

Sarah #27 05:26 pm Jan 28 2009

And I did! Today at Frank Kitts park I had my head shaved and a henna tattoo put on the back of it. The first $500 will be in my account tomorrow, then second $500 in a weeks time! Ah yes, students will do anything for money.

ngaruna #26 05:26 pm Jan 28 2009

75 cranium at $1000 a pop thats some seriously cheap advertising on Air NZ's part given that is drawn international coverage from CNN, BBC, Los Angeles Times, USA Today etc etc. All that free advertising, its any marketing managers dream!. I suggest the cranium billboarders hit Air NZ up for some more dosh!!!

tareq barzak #25 05:26 pm Jan 28 2009

I will do it if some one gives me a ride from palmy to wellington

I will pay with some of the money which i would get if i get accepted

j beverding #24 05:26 pm Jan 28 2009

casting calls in u.s. ?

sarah #23 05:26 pm Jan 28 2009

James - your just ripping of someone elses idea. All of it is a big waste of time.

James Stewart #22 05:26 pm Jan 28 2009

Imitation is the sincerest form of flattery.... http://www.milliondollarleg.co.nz

Gold #21 05:26 pm Jan 28 2009

This is $1000...

Yeah, real stupid.

Think about it. This could allow me to live for 2-4 weeks and all I need to do is wear this thing for 2 weeks.

I'm heading to Wellington for a long weekend at the end of the month. That extra cash could turn a trip to a conference into a really good time.

I'm actually considering it...

Frank Christie #20 05:26 pm Jan 28 2009

Just a querie please! Can someone (like myself)who already have a clean shaven head audition for the ad?

Thank you

Sam #19 05:26 pm Jan 28 2009

This is awesome. What a great idea, reminds me of the Fendi ad that Kanye West had shaved into his head. Sure the people may (read: WILL) be ridiculed, but it's still a great idea, and a cheap one as far as Air NZ is concerned.

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