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Hoopla hardens headwinds

Updated: Jul 3, 2023

The travails of Air NZ’s not-so-direct New York service is a reminder to be wary not to let marketing get ahead of reality.  Air NZ’s challenges were foreseen. It said it would operate with fewer passengers to account for the longer return leg, and that new aircraft with fewer seats will be used in 2024. So, this is a classic case of launch marketing over-selling.  PR can create more subtle messaging. It could have accompanied the marketing hoopla with messages about the huge logistical, geographical challenges they had to overcome. PR could have framed the first week’s flights, even with the real-time adjustments, as one of near triumph.  

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