To promote Air New Zealand’s new NON-STOP to LONDON flight, Promotions Group West graphically wrapped an authentic London-style double-decker bus with the messaging “Ride to London on Air New Zealand” and staffed it with a ‘crew’ of Brand Ambassadors outfitted in official ANZ flight attendant uniforms. The bus & crew hit the streets of Los Angeles and visited high-traffic business districts, lifestyle locations, coffee shops & British pubs distributing “boarding passes” that promoted the LAX to LONDON message & promotional offer, along with ANZ-branded tea biscuits and handouts that displayed the URL to register for the sweepstakes.

To create consumer buzz at local pubs, PGW created the ANZ Dart Contest which consisted of a series of competitions at select British pubs in the Los Angeles area. PGW partnered with each pub to host the competition, prominently display ANZ branded collateral and incorporate the flight message into all decor and theme elements at the pub competitions. Promotion managed by PGW and CEO Russ Jones.