CXoneworld
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Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 6:16 am

Air New Zealand is aiming to reestablish its brand in the Australian market for the first time since the collapse of its former subsidiary Ansett Australia in 2001.

Air NZ's general manager of marketing Norm Thompson said the airline is preparing to launch its first dedicated Australian advertising campaign after having focused on pricing over the past three years to get Australians to fly on its planes.

"We need to make sure that we secure the Air New Zealand brand in this marketplace," he said.

The airline's brand was severely hurt when Ansett collapsed, costing about 15,000 mainly Australian jobs.

"The negativeness is pretty well behind us," Mr Thompson conceded.

http://www.stuff.co.nz/stuff/0,2106,3022287a13,00.html

[Edited 2004-09-02 23:19:24]
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777ER
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 6:37 am

On last nights One News there were interviews with some Australians who flew into AKL on NZ and funny enough an Australian who sayed on TV that he would never fly NZ again was caught on TV walking off an NZ A320. He was even as ex AN employee
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BD1959
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 7:38 am

Air NZ certainly need to do something - and very quickly. This is their largest overseas market - and it slid into the red last financial year.

So much for "The negativeness is pretty well behind us," Mr Thompson conceded

BD1959
 
TBCITDG
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 7:45 am

I am sure that many people have forgotten about the whole NZ/AN fiasco. Although, there are still many who will continue to bring the incident up, especially ex AN employees and the general flying public who dearly loved AN.
Things have changed in the last couple of years, so the timing is right for NZ to "present its new image" in the Australian market.
I am however curious to know how badly the collapse of AN had on NZ bookings out of Australia? Where there really that many people who preferred "never to fly" them again?

 
Qantasclub
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 8:14 am


I will never fly ANZ.
I actively campaign against ANZ and in fact, have steered many friends away from their business successfully when they are asking for airfare recommendations to NZ or the US or Europe.
There are many people in Australia who feel the same way.
A multi-million deollar ad is not going to change my mind.

Yes, a bit bitter and twisted I know, and most people would say 'just get over it' but when I think of what happend in 2001, it still leaves a sour taste in my mouth.
I have never worked for Ansett, nor am I an airline industry employee. If i feel this way, can you imagine what the ex 15000 AN staff would feel?

ANZ should adopt Ansett's last advertising slogan 'go your own way', and I think they should, without crawling back to the aussie market.

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Oz777
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 9:27 am

Qantasclub:
Rarely do I take exception to a person, but you are pushing the boundary. Your churlish comments are not based or supported by fact .

From what I can garner you have NO knowlege of the demise of AN. The unmitigated stripping of it's assets and cashflows from the Abeles era by two well respected AUSTRALIAN organisations - News Ltd and TNT was the cause of it's failure. The rot had set in well before ANZ got their hands on it - Ansett was that close to going under when Compass MkI closed, and the capital restructure some badly needed just never happened - even Rod Eddington was still selling off assets to produce paper profits. I was intrinsically involved in the debacle, and attempts at rescue. AN was doomed, ANZ was looking to cement it's Australian feed but never had the critical mass, and SQ got very cold feet when they realised the extent of capital required, and the very negative political climate they were going to be operating in.

But that is not what this thread is about. It is about ANZ restructuring their image in OZ.

They have always had a good product (in fact more awards have gone to ANZ than QF where they compete in the same markets).

I would venture to suggest that the biggest issue ANZ needs to address is their loyalty market. Instead of rewarding their domestic frequent fliers (who really are captive anyway) perhaps they should be offering incentives to the 100,000 plus Australian based Airpoints members rather than devaluing almost every journey we take.

Eight years ago, a return SYD-LAX in J would get you a return SYD-AKL. Now it will take 4 such journeys. If I need a one stop service to LAX, then I can earn more points flying ANA or Asiana, and redeem them then for status credits on Airpoints and end up better off.

Message for ANZ!!!!. Look after your loyal OZ customers and we will not be tempted by narrow B777 seats on EK, your knees touching the person in front on a DJ 737 or deep discount fares on AR. Funny. Golden rule of business has always been; It costs 10 times as much to get a new customer as it does to keep the old ones.

It has NOTHING to do with AN. Because if blame is to be apportioned in simplistic terms, it was a company owned by a Brit, the predatory practices of another one half controlled by the Brits that helped AN slide into obscurity. And the Australian public does not seem to be boycotting either of those airlines for helping cause AN's demise.

OK - soap box has been put away for another day.

OZ777
 
TBCITDG
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 10:04 am

Great reply Oz, although I wonder how many people who are not regular flyers/airline devotees, share the same thinking that QantasClub has. A lot of people that I have spoken to put the blame solely on NZ fro the collapse of AN.
I hope this thread does not turn into one of those " the reason why AN collapsed . . ."

NZ product may have won many awards in the past yet QF does offer better services on board. A far more superior product than that of NZ (even though NZ are finally revamping their product). As you stated, Air New Zealand really need to focus more on their current customers here in Australia. Maybe they have realized that the added competition by carriers such as AR,EK,DJ, or even QF could ultimately lure passengers away from them.

 
767er
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 10:16 am

Oh lord……here we go again……..we have been down this road so many times. Talk about flogging a dead horse. I find Qantaspowers statement that he has successfully steered many friends away from their business almost laughable. As has been pointed out god knows how many times, AN was in trouble years before NZ got their hands

AN’s last advertising campaign was the dreadful ‘Absolutely’’ which cost a small fortune and was a complete waste of money.

That aside, good to see New Zealand back on the visual media again. I am already sick of the revamped QF ‘I still call Australia home’ advertisement though I must confess, the ending is excellent.
Aircraft flown:F27,Viscount. EMB120, SAAB340, ATR70, 737-200.737-300,DC8, DC10,747-100,747-200,747-300,747-400, A320, A3
 
TG992
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 10:21 am

Hi Qantasclub,

When Ansett went under it opened the door for Virgin Blue... you must agree the Aviation market in Australia is now in a much better situation?

I can sympathise with those effected but I also feel it's ones right to choice which airlines service they prefer before I go giving my recommendations

Cheers


[Edited 2004-09-03 03:30:34]
-
 
Qantasclub
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 1:58 pm


I agree that the AN/ANZ saga is a well worn topic and a rather tedious one. The factors that led to AN's collapse are definedtly multi-factorial and I would agree to this. However-AN would still be flying if it weren't for ANZ veto-ing SQ's purchase. SQ had deep pockets and and would have had the resources and expertise to restructure the airline, ANZ simply didn't, but was greedy enough to want the lions share of the airline, without taking responsibility for the inherent problems.

Oz777: "SQ got very cold feet when they realised the extent of capital required, and the very negative political climate they were going to be operating in." This is not true! Of course, after ANZ took over and things really started to spiral out of control, they did, but I know for a fact (have a sister who works for SQ mangement in Sinagpore) that at the time, they were VERY keen to purchase AN and the surprise veto by ANZ was a shock to them-you can read the Straits times archives at the time-well documented there. I also know for a fact that Dr Cheong, the CEO of SQ at the time was personally furious with ANZ for blocking SQ's purchase and snubbed Sir Selwyn on several occasions when he visited Singapore.

MOST of the blame has to lie with ANZ.

I have every right to choose who I fly with based on these opinions, so i don't really care what people say.

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Oz777
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 3:08 pm

QantasPower
Amazing that your sister is in senior management at SQ - no doubt I would have met her (but I don't seem to rercall many SENIOR female management figures at SQ).

But as has been well documented in this forum, I was part of the negotiation team RIGHT through the AN saga, and many of the names you bandy about I met with personally on many occasions. I am happy with what I know - not what some-one told me.

SQ were not privy to the real capital requirements that AN required, and would have reduced AN to just a trunk carrier - effectively reducing satff to just on 3500. Politically, Canberra (and QF) did not want a SQ controlled AN flying out of Australia, hence the reason ANZ's attempt was loudly supported in Canberra.
But............... this is all BS

This thread is about ANZ and their customer base in OZ. I would tend to disagree on the product differentiation between NZ and QF trans-tasman, particularly the JetConnect operated services.

But I do value the the comments of those who have at least travelled on both carriers....... difficult to take seriously opinions of those who by their admission have never sampled the NZ product recently.

NZ. Look after your existing customers.......there is an excellent loyalty base who are quite disenfranchised by the mediocre and inconsistent offerings of other operators out of OZ


OZ777
 
bill142
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 3:26 pm

Despite popular belief, many people out there who travel between AU and NZ don't know the truth behind the collapse of Ansett and nor do many of them care. We here are a minority who do know and do care. But the majority who don't fly very often and don't have any loyalty to an airline will choose on price and if Air NZ are lower they will take Air NZ and this advertising campaign is just Air NZ making more Australians aware that there is more then just Qantas around.
 
Qantasclub
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 3:26 pm


Oz777:

Firstly, it's Qantasclub, not Qantaspower.
Secondly: There is not doubt SQ wanted AN badly and were surprised and humiliated at ANZ's veto. Sure, SQ would have inherited a mess, but massive restructuring would have taken place and SQ would have had the means to do so as they are infinitely more cashed-up than ANZ.
Thirdly: My sister was not part of the negotiating party-she works in marketing. Y ou still cannot deny that the purchase would not have gone ahead if it were'nt for ANZ's block.
Fourthly: This is extremely relevant to the thread and not BS! The topic states that ANZ is trying the 'rebuild' it's image in Australia. From what is it rebuilding? And why has it's image been tarnished? The demise of AN has alot to do with this, so I am saying to you that there are still open wounds, enemies and bad blood to overcome.
Lastly, you say that: the flying public are quite disenfranchised by the mediocre and inconsistent offerings of other operators out of OZ: do you know who flys out of Oz? CX, QF, SQ, EK, TG, BA? These are the best airlines in the world and all of them rank in the top 10 (including ANZ) for service and product. We are fortunate in the asia-pacific to have such great carriers. Try flying within or out of the US or Europe.


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TBCITDG
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 3:54 pm

I still think that QF services across the Tasman are superior to that of NZ. I have to agree that the Jet Connect services come no way near what NZ offer, yet I still think that on the SYD - AKL service, QF wins hands down. (especially on the refurbished 743).

People will now have more reasons to avoid having to fly to the US via AKL. Especially all those people who live in BNE that where lured away by NZ. From now on they will be able to fly directly to LAX (and back) on QF. And I am sure that NZ must be aware of the harm this may do to them on this route.
I strongly believe that the campaign is not primarily focused on luring customers away from QF but more so from EK. People from Australia have more choices now than ever when they choose to fly across the Tasman: QF,NZ,TG,AR,LA,EK and so on and so on.
 
airbear
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 4:38 pm

Without turning this into a AN-memorial thread, as someone said, I have to say that I find it hard to forgive ANZ for their actions in 2000/2001.

As I have said many times before, those of us who were very frequent flyers with AN knew exactly what the result would be when SQ were muscled out of the AN-50%-ownership stakes. It was only ever a question as to how long it would take till AN was run into the ground.
 
ZKSUJ
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 5:28 pm

I do not believe that it was fully NZ's fault, but if you want to see it that way it is totally up to you.
I just want to point out that NZ has done very well in digging itself out of the hole that it was in. It now has a new managment etc... Do not blame the people at NZ because most of them (ie pilots, cabin crew, ground staff) did not call the shots. As a result of the AN debacle, the managment at the time is not there anymore. The new NZ managment has done an awsome job and why can't people see that.
Yes, AN was an unfortunate situation, but you cannot blame it on the NZ that is around today because most of the people had no part to play in AN's demise.
 
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RE: Air NZ Rebuilds Images In Australia

Fri Sep 03, 2004 7:01 pm

A famous Australian, Peter FitzSimons who is also an Australian rugby union great and famous author will front in all Air New Zealand ads in Australia. Mr FitzSimons said it was a really easy choice for him to front the Air NZ advertising campaign as he estimates he has travelled on an NZ jet at least 250 times. This will be Mr FitzSimons first advertising campaign that he has appeared in. The Experience with Air NZ has been amazing and he has enjoyed working with Air NZ.
http://www.airnz.co.nz/aboutus/mediacentre/pressreleases/default.htm
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PerthGloryFan
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RE: Air NZ Rebuilds Images In Australia

Sat Sep 04, 2004 12:27 am

Well going daily PER-AKL by the end of the year and promoting themselves as an alternate to QF, SQ & MH across the Pacific to N. Am from PER is a start - they haven't done much in the last couple of years.

PGF
 
carnoc
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RE: Air NZ Rebuilds Images In Australia

Sat Sep 04, 2004 6:42 pm

I was one of many loyal elite FFPs with Ansett (My Beloved AN), and I had every single domestic flight with Ansett since I was born more than 20 years ago until they finally collapsed (at least more than 150 flights with them if not more).

However, we have to admit that it was well documented the failure of Ansett was definitely not ANZ's fault to a large extend, and I do forgive ANZ for tried to fix up the already-out-of-control poor management at AN (but failed to do so at the end).

Understandably, thousands of Australians lost their jobs, but the same thing (although at a much smaller scale) happens at Qantas and many other carriers throughout the entire world as well. I think everyone works in this industry should realise & understand such unstability.

Personally, I really think it's time to let ANZ have a fair go here in Australia again. As what people in other parts of the world always describe Aussies as open-minded, easy-going and believe strongly in 'fair go' attitude, why not to give them another chance?

Best Regards.
 
United Airline
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RE: Air NZ Rebuilds Images In Australia

Sat Sep 04, 2004 6:59 pm

Then how come SQ did not buy Ansett when Ansett was in administration. They could........ Or even a few weeks before Ansett went broke.

In my opinion, SQ would have walked away as well like what Air New Zealand did......... Just my two cents.