Air New Zealand launched an interactive online experience that celebrates New Zealand tourism using emojis as a simple, visual language.
To join the campaign, users respond to Air New Zealand’s #EmojiJourney posts on Facebook or Twitter by commenting with a selection of emojis that represent their ideal New Zealand holiday. That emoji combination generates a link to a personalized, interactive map of New Zealand. Each emoji corresponds to locations on the map, and the map’s clickable points reveal more information about the attractions tied to those emojis.
Jodi Williams, general manager of global brand and content marketing at Air New Zealand, says the concept draws on how millennials and Generation Z use emojis every day.
“This is a fun and unique way to showcase New Zealand and our regions — from skiing at Ruapehu, rafting in Rotorua, or whale watching in Kaikōura, to the Len Lye Centre in New Plymouth or our country’s food and wine destinations. For example, if I wanted to visit one of New Zealand’s renowned wine regions, I would enter the wine emoji,” Williams said. “Our airline is committed to improving the customer experience and driving innovation. #EmojiJourney will roll out progressively in our global markets in English, Japanese, German and Chinese. We hope this experience not only inspires visitors to travel here but also encourages Kiwis to explore their own backyard.”
Suzy Nicoletti, managing director for Twitter at Air New Zealand, noted how widely emojis are used across the platform.
“Emojis are nearly ubiquitous on Twitter — from politicians to sports stars and brands, people use these expressive images to communicate. When you can convey emotion faster and with fewer characters than words, it’s easy to see why they’re so popular,” Nicoletti said. “With an average of 3.5 billion emojis used on Twitter each month, Air New Zealand’s #EmojiJourney campaign offers a playful, simple way for Twitter users to discover the best of New Zealand, while delivering the creativity we expect from @FlyAirNZ.”