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?