The English skills of the Japanese are poor. Various companies have attempted language-support services to help improve their English skills, but in vain. Meanwhile, Air New Zealand, the one and only airline that operates direct flights between Narita and Auckland, was in urgent need for a solution to improve its very low name recognition.
To solve English language issues for the Japanese and to raise brand awareness, Air New Zealand launched “English lessons in the Sky”, the world’s first English-conversation lesson service run by an airline company. It contained one-on-one lessons by the Air New Zealand cabin crew related to inflight services, NZ and the 11-hour flight, together with online teaching material. With this fresh and practical idea, Air New Zealand aimed for positive reactions from consumers and the chance to send them links to the ticket sales site for direct flights to New Zealand.
This approach attracted great attention online, and was discussed in over 80 media. The campaign contributed greatly in improving the brand image of Air New Zealand, gaining over 12,000 positive comments on its Facebook page. Moreover, the campaign succeeded in delivering users to the ticket sales site for direct flights by up to 171% compared to the previous year.