PHD flies the Gold Coast into AIA

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Baggage Carousel One at Auckland Airport was recently transformed into a giant interactive game by PHD Group and Gold Coast Tourism, with one lucky Air New Zealand flight experiencing a “New Zealand first” with the Lucky Luggage campaign.

The live game show-style competition, brought to life by Spark PR & Activate, was developed to combat the post-holiday blues, offering travellers the chance to win one of nine Gold Coast holiday experiences, ranging from the “ultimate adventure getaway” to the “ultimate foodies escape”.

Michael Thurston, International Marketing Manager (Western Hemisphere) at Gold Coast Tourism, says he was excited by the campaign concept: “PHD Group’s creativity was what won them the business and the team’s execution was top class,” he said.

“The Gold Coast has long been famous for its theme parks and stunning beaches, which remain a huge part of its appeal, but we wanted to engage Kiwis in a fresh way and showcase everything our destination offers.

“This campaign highlights the diversity of the Gold Coast in a unique way, and the video content speaks for itself – seeing the winners’ reactions was priceless.”

Spark PR & Activate events director Kara Sweney said the campaign was the result of PHD Group’s insight-led approach and involved all arms of the business – Spark PR & Activate, Spark PHD and PHDIQ.

“The group’s unique Connected Specialists offering, which brings together diverse and future-focused skillsets under one roof, delivers a holistic multi-channel approach that maximises paid, owned and earned media.

Sweney said the integrated campaign was developed to reach potential Gold Coast travellers across multiple touch points.

“We immersed our audience in the magic of the Gold Coast from the surprise-and-delight moment when it was announced on the plane, all the way through the terminal, to the exciting luggage carousel activation hosted by TV personality Jon Bridges.

“As an agency, we’re proud of the never-done-before thinking and powerful strategic insight that brought this idea to life.

“To close the loop and ensure broad reach, the competition is now open to everyone who views the activation video content online through the Air New Zealand website.”


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