Background & Challenge
The airline launched an early-bird sale to stimulate demand and lock in forward bookings before peak season. The one-month campaign had format mandatories, with video assets coming online toward the end; the challenge was to create urgency and broad awareness fast in a competitive market. (pp.1–2)
Strategy
High-Reach Placements
Full-screen mobile interstitials and promoted offers on NZ Herald & Stuff.
Extended Coverage
970×250 high-impact units + a network buy of interstitials across 3 weeks.
Frequency Capping
Cap high-impact placements at 3 impressions to maximise reach without waste.
YouTube Bumpers
6-second bumpers + programmatic banners to sustain continuity and build frequency.
Creative Approach
Blend editorial and offer-led creative to lift engagement and urgency.
Strategy summary from page 3.
Results
Increased Ticket Sales
Higher sales vs prior year period.
Fast Reach Build-Up
High-impact units delivered immediate awareness and engagement.
Improved Efficiency
Frequency caps maximised impressions without overspend.
Stronger Presence
Created a visible market footprint heading into peak season.
Outcomes as outlined on page 4.
What We Did
Activation
- High-impact interstitials and 970×250 takeovers across premium NZ publishers.
- YouTube 6s bumpers and programmatic display for continuity.
Controls & Measurement
- Strict frequency caps (3/uid) on impact formats.
- Flighted coverage over three weeks with rapid pacing checks.
Launching a High-Impact Announcement?
We’ll design a fast-reach plan with the right placements, frequency, and sequencing to turn urgency into sales.