LOS ANGELES—Air New Zealand has selected CRT/tanaka as its public relations agency of record for the Americas, which covers its operations in the United States, Canada and South America. The firm will provide the airline with support for strategic planning, media relations, promotions, sponsorships and events, new/dynamic media outreach and word-of-mouth marketing.
CRT/tanaka will work with the airline to market its North American routes, including those from Los Angeles, San Francisco and Vancouver to New Zealand as well as its route from Los Angeles to London. The firm is also charged with helping to raise awareness of the airline, its brand and product offerings, and with promoting New Zealand as a “must-visit” destination.
CRT/tanaka’s initial efforts will help Air New Zealand promote the airline’s high season, its shoulder season and the company’s “Pink Flight” in February, which is targeted toward the gay, lesbian, bisexual and transgender communities in celebration of the 2008 Sydney Gay and Lesbian Mardi Gras. CRT/tanaka will help the organization with its outreach to the female, boomer and adventure traveler communities.
“We believe CRT/tanaka is a great cultural fit for Air New Zealand. We were looking for an agency that is wildly creative, but highly strategic,” says Roger Poulton, Air New Zealand vice president, The Americas. “CRT/tanaka has offered great ideas and a talented team to deliver results.”
Air New Zealand’s North America headquarters is located in El Segundo, Calif., and the key account team from CRT/tanaka will come from its West Coast office.