One concurrent theme in our interviews with place brand professionals so far is that – especially in the case of destination branding and marketing – success depends on the active collaboration among key tourism operators and stakeholders. As brand ambassadors, national carriers (airlines) play a particularly important role, since often they are the first experience a traveller or tourist has of a particular country or destination.
In this interview, Air New Zealand CEO Christopher Luxon tells us how the country’s award-winning airline collaborates with Tourism New Zealand Marketing.
- Why the success of Air New Zealand and New Zealand as a country are inextricably linked;
- The role Air New Zealand plays in the country’s marketing campaign, and regarding New Zealand’s brand promise;
- To what extent country-of-origin plays a role for flag carriers;
- To what extent Air New Zealand’s brand mojo is influenced by the country’s green reputation.
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