Posts tagged ‘Time Warner’


I can finally identify with the main character in a New Zealand TV show

31.03.2021

While I care much more about when John Simm will grace our screens again (pun intended), it was hard to avoid the reality TV that gets beamed into our living rooms during prime-time. There is the disgusting Married at First Sight Australia, where I am speechless with shock that fellow Scots alumnus John Aiken appears to dispense mansplaining without conscience, but, on the other channel, the far more pleasant The Bachelor New Zealand, where, finally, for the first time on our airwaves, I see a Kiwi male that I can identify with. Apart from the times when I appeared on telly (I realize that this sentence sounds wanky, but if you can’t identify with yourself, then there’s something wrong).
   While Zac the lifeguard from a few years ago seemed like a lovely chap, he was in many ways the usual stereotype: sporty, unfazed, carefree, white, with a great smile. Moses Mackay is cultured, worldly, considered, respectful, humble, well dressed, and, surprisingly for this show, wasn’t quick to snog every contestant. It was also nice to see a bachelor who’s a person of colour on our screens for a change. He grew up poor and that’s not an unfamiliar story to many of us. He’s comfortable talking about his relationship with God. Heck, he even croons for a living.
   I’m no Matt Monro but I’ve serenaded my partner—just get us at the James Cook when the elderly gent is banging out tunes by Michel Legrand, or, as I call him, Big Mike, on the lobby piano. And yes, for some of us, this is perfectly normal. Just ask Moses.
   For all of us fellas who wanted to see an example of a cultured Kiwi gentleman on our screens—and as the fĂŞted star, not the comic relief—our wishes were finally granted.
   I’ve no idea whom he picked, although I knew one of the contestants who didn’t make it—New Zealand is that small. I could say the same about Zac’s season as well. I’m sure not knowing the outcome also puts me in a minority. But I wish him well.

I’m reminded of my friend Frankie Stevens, since I mentioned Matt Monro above. I once did the same to Frankie and he said something along the lines of, ‘I was touring with Matt. We were in Spain, and he’d come in the morning with a glass of whisky.’ Another time I mentioned John Barry. ‘I worked with Johnny and Don Black. On The Dove. I sang the theme tune but Gregory Peck wanted someone else.’
   For my overseas readers: you don’t usually have these conversations in Aotearoa with a guy who’s not only met your musical heroes, but worked with them. All I could do was show I had the theme on my phone.
   With apologies to Lyn Paul, but Frankie would have been great (and indeed better) singing the theme to The Dove.

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This week it’s the Sports Illustrated Swimsuit models; what’s next for our destination marketing?

09.02.2014

In Lucire’s publication history, more Americans than New Zealanders have read from the title. Online, that was always the case, as we started off in 1997 with a 70 per cent US readership, which has dropped to around 42 per cent with other countries catching up with web browsing over the last 16 years.
   Who knew, then, that Kiwis would come en masse over the last day and a bit to have a gander at our behind-the-scenes story on Air New Zealand’s next safety video?
   And all it took were five swimwear models from the Sports Illustrated Swimsuit Issue. None of whom are actually New Zealanders (four American, one Australian), though former Miss South Pacific Joyana Meyer, who is based locally, does make an appearance.
   I can see the irony: Kiwis browsing a Kiwi site reading about a Kiwi airline. Yes, it is strange, considering we are quite happy reading Australian newspapers and German magazines. We are proud, however, of our national carrier.
   I can also see the second irony, in that the video itself has foreigners in the main roles.
   However, 70 million SI readers now alerted to the Cook Islands, New Zealand and Air New Zealand without reliance on ‘Who Shot J. R. R.?’ marks a new change, and that might not be a bad thing for the maturing of tourist marketing.
   I know, we are falling back on babes and beaches, but I’ve never been convinced about the 100 Per Cent Pure campaign. While Sir Peter Jackson put us on the map thanks to his own love of our nation, I wonder if there may be fatigue in the association. What is the life cycle of such campaigns, typically?
   I could be completely wrong on both but it was a dozen years since I was in Scandinavia talking to excited Swedes about our country in the wake of the first Lord of the Rings film.
   Post-Conchords maybe it is time to show another side of us. You know I will keep championing Kiwi creativity and intellectual capital because I still believe these set us apart. Sports Illustrated doesn’t express that, but the fact that our national carrier is happy to co-brand with an iconic US title at least puts us on an internationally recognizable level. And it shows some decent, globally minded lateral thinking on behalf of the brand managers at Air New Zealand. I’m also encouraged that Air New Zealand’s new CEO, Christopher Luxon, is a brand guy with MNC experience because he’ll understand the need for differentiation on a global stage. It’s a stepping stone that we can take advantage of.
   The question to engage our brains next are: how else can we get our best brands out there? Are there more collaborations that are possible? Or are there ways we can find leverage to go it alone?

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Posted in branding, business, marketing, media, New Zealand, publishing, USA | No Comments »