Air New Zealand is a fashion-forward airline. They’re the key sponsor of New Zealand Fashion Week, and 2004 saw them wearing a new uniform designed by none other than top N.Z label, Zambesi. They’re back in the spotlight again, with their new uniform being the talk of the town.
Their latest campaign centres on the notion that Air New Zealand has ‘nothing to hide’ - “what you see is what you pay…” including complementary refreshments and checked-in luggage. In a bid to prove that they really do have ‘nothing to hide’, they’ve released a rather creative tv advertisement entitled Nothing to Hide, and more recently an in-flight safety video - The Bare Essentials of Safety. Both see staff going about their day, in nothing more than body paint and some strategically placed counters, bags, arm rests… I’m sure you get the idea.
The in-flight video covers all of the key safety messages, which are standard on flights, from fastening your seatbelt, to brace positions and the like. The key difference is the delivery of the message, with the staff ‘bearing all in the name of safety’. Why?
Air New Zealand’s General Manager, Steve Bayliss, says “We wanted to find a way to deliver these important pre-flight messages to our domestic travellers in a way that was genuine, engaging and fun, while meeting all of our CAA and operational guidelines”. They’ve certainly achieved that (in my opinion), along with drawing attention to the airline, which can only be a positive with the economy the way that it is and businesses competing.
Before you get too excited and start booking flights, the staff on board are still donning a more traditional fabric uniform.
I can confirm that too, as I recently travelled with them and was fortunate to see not only the new in-flight safety briefing for myself, but also the fully-clothed staff who did serve us complementary refreshments and got my bag safely to its destination. I have to say that the video itself didn’t disappoint, but the lack of reaction amongst the passengers got me wondering if they’d even noticed.
If you’re keen to ‘check them out’ for yourself, you can do so on domestic flights around New Zealand (737 services only), and on New Zealand TV screens. For everyone else, you can access them through the link below:
T.V. Commercial/Advertisement, In-flight Safety video and Bloopers at http://www.nothingtohide.co.nz/
So, while I’m looking forward to seeing if there is a third instalment to this campaign, I’m equally looking forward to seeing if there is any cross over between the campaign and Fashion Week this year. It would be rather risqué, but Air New Zealand is of course their key sponsor and uniform-clad hostesses have been a fixture at the shows.
Will this year see body painted beauties ushering guests to their seats? I think it would be safe to say that the turnout of men to the event would increase tenfold, as well as making it all the more memorable for other show goers. If I hear anything,I’ll be sure to let you know.