Bloody Hell: Lara Bingle is Air New Zealand’s new ‘Kiwi Sceptic’ continuing the series via Host

Air New Zealand, via Host Sydney, has released a brand new episode of ‘Air New Zealand presents: The Kiwi Sceptics’ targeting Aussies – a special Winter edition featuring Aussie model Lara Bingle, narrated by Flight of the Conchords comedian Rhys Darby.

The new episode features Bingle – who rose to fame in the Australian Tourism ‘Where the Bloody Hell are you?’ campaign in 2006 via M&C Saatchi Sydney – as a sceptic of New Zealand, and continues the series format of pairing her with a compatible Kiwi guide – Hayley Holt (also a model, ballroom dancer and dater of national sporting heroes), who shows her the best of what New Zealand ski has to offer.

VIEW THE LARA EPISODE

The campaign was first launched in February this year and consisted of four webisodes that documented the journeys of four ordinary Aussies who said they wouldn’t cross the ditch in a million years, but were all won over by its charm.

Bingle, who first came to notoriety as the young Aussie girl in the Australian tourism campaign of 2003, may appear an unexpected choice for the New Zealand airline.  Kelly Millier, Marketing Manager, says: “We need to do unexpected things to get noticed and stand out. Lara is a genuine Kiwi Sceptic.  She had no interest in NZ and has even been used to promote another destination.  If we could convince Lara that New Zealand is a fresh and progressive holiday destination, then her profile will help us carry that message to many more Aussies and hopefully help us convince them too.”

Without the luxury of a big marketing budget, the campaign has already achieved great success – the films have been viewed over 840,000 times, and TNS campaign tracking reports that over one third of people who have watched a film have changed their minds about NZ, and no longer believe ‘NZ is not for me’. Furthermore, the campaign picked up a bronze Lion in the inaugural branded content category at Cannes this year.

Coinciding with the launch of the new Kiwi Sceptics episode, Air New Zealand is also the airline partner to Lara’s Aussie reality show ‘Being Lara Bingle’.  The show’s episode airing at 8pm on July 31st will feature Lara filming her Kiwi Sceptics episode in New Zealand, which will see the Kiwi Sceptics campaign reach an additional 650,000+ viewers.  

On filming with Lara in NZ, Host digital ECD Bob Mackintosh, who directed the latest Kiwi Sceptics installment, says: “Many Aussies think New Zealand’s b-grade Australia. Lara was no different, so we took her over there and threw her in the deep end with a real Kiwi experience. It blew her away. And we hope this film will motivate others to head over and do the same.”

Last night, Air New Zealand released the episode to their 70,000 Facebook fans, immediately following the ‘Being Lara Bingle’ show.  The campaign will launch to the wider public online, in cinemas, and in print, next Tuesday 31st July, again after the ‘Being Lara Bingle’ episode where Lara will be seen filming Kiwi Sceptics in NZ.  The entire Kiwi Sceptics series is also housed on Air New Zealand’s branded YouTube channel, and can be accessed at kiwisceptics.com.

Client: Air New Zealand Australia

PHD Australia