After Avatar kicked off a switch to digital screens in cinemas, the industry is ramping up innovation in digital marketing to reach the right audiences. Laura Pettitt, Diffusion’s head of Film and Entertainment comments. Read More

Air New Zealand is refocusing its comms with the appointment of Diffusion to handle consumer PR in the UK. Diffusion’s campaign will aim to build the airline’s brand, and will focus on quality of service, new in-flight features and amplifying Air New Zealand’s ‘Forget all you know about flying’ marketing campaign. Read More

As reported by PR Week today, Air New Zealand has appointed Diffusion to  develop an integrated communication campaign across mainstream media and drive social media strategy.  The campaign will focus strongly on articulating and building the airline’s brand both with a focus on quality of service, new in flight features and amplifying Air New Zealand’s  ‘Forget all you know about flying’ marketing campaign.

Diffusion will run a sustained media relations and online influencer campaign to promote Air New Zealand’s two key routes from London Heathrow to Los Angeles and Hong Kong as well as routes to destination New Zealand.

Work will begin with promoting the airline’s acclaimed new Skycouch and Spaceseat products that were introduced to London routes in April.  Skycouch is a new design that is revolutionising ‘economy’ air travel by turning three individual seats on a Boeing 777 into a single “skycouch’’, to give couples and those travelling with children a more flexible space when flying.  The seats are already becoming affectionately known as ‘Cuddle Class’.

Air New Zealand has developed a strong reputation for its use of video virals, and Diffusion will drive online seeding and media amplification of video campaigns as well developing concepts for future digital campaigns.  A new in-flight safety video “Fit to Fly” featuring US fitness legend Richard Simmons, released by the airline in March secured over one million views on YouTube in just three days. ‘Fit to Fly’ follows on from the airline’s hugely successful Nothing to Hide and Bare Essentials of Safety inflight video campaigns which have totalled more than 12 million views on YouTube to date.

Sarah Hopkins, communications manager for Air New Zealand Europe commented, “Diffusion impressed us with their ability to quickly get under the skin of the Air New Zealand brand and bring freshness, tenacity and creativity of thinking that matched our own.  We needed an agency which really understood today’s interconnected media landscape and was expert in designing and implementing integrated communication campaigns and at the same time understands traditional media relations well.”

Air New Zealand has appointed integrated consultancy Diffusion to  develop an integrated communication campaign across mainstream media and drive social media strategy.  The campaign will focus strongly on articulating and building the airline’s brand both with a focus on quality of service, new in flight features and amplifying Air New Zealand’s  ‘Forget all you know about flying’ marketing campaign.

Diffusion will run a sustained media relations and online influencer campaign to promote Air New Zealand’s two key routes from London Heathrow to Los Angeles and Hong Kong as well as routes to destination New Zealand.

Work will begin with promoting the airline’s acclaimed new Skycouch and Spaceseat products that were introduced to London routes in April.  Skycouch is a new design that is revolutionising ‘economy’ air travel by turning three individual seats on a Boeing 777 into a single “skycouch’’, to give couples and those travelling with children a more flexible space when flying.  The seats are already becoming affectionately known as ‘Cuddle Class’.

Air New Zealand has developed a strong reputation for its use of video virals, and Diffusion will drive online seeding and media amplification of video campaigns as well developing concepts for future digital campaigns.  A new in-flight safety video “Fit to Fly” featuring US fitness legend Richard Simmons, released by the airline in March secured over one million views on YouTube in just three days. ‘Fit to Fly’ follows on from the airline’s hugely successful Nothing to Hide and Bare Essentials of Safety inflight video campaigns which have totalled more than 12 million views on YouTube to date.

Sarah Hopkins, communications manager for Air New Zealand Europe commented, “Diffusion impressed us with their ability to quickly get under the skin of the Air New Zealand brand and bring freshness, tenacity and creativity of thinking that matched our own.  We needed an agency which really understood today’s interconnected media landscape and was expert in designing and implementing integrated communication campaigns and at the same time understands traditional media relations well.”

Ivan Ristic, co-founder and director, Diffusion added, “The airline market is a very competitive space and Air New Zealand’s creative marketing campaigns have carved out an unmistakable identity as the airline with personality. We’re looking forward to working with Air New Zealand to tap back into the fun and excitement of air travel, implementing an integrated campaign across traditional and social media to drive forward the next stage of encouraging us all to forget everything we know about flying.”

Air New Zealand has appointed digital specialist Diffusion to handle its consumer PR and social media in the UK. Diffusion will run a sustained media relations and online influencer campaign to promote Air New Zealand’s two key routes from London Heathrow to Los Angeles and Hong Kong, as well as routes to destinations in New Zealand. The campaign will aim to build the airline’s brand with a focus on quality of service and new in-flight features, as well as amplifying Air New Zealand’s Forget all you know about flying marketing campaign. Read More

Used car site Motors.co.uk has hired Diffusion following a competitive two-stage pitch. Sitting in a £24bn-a-year market, Motors is the second largest used car site in the UK behind Autotrader. Read More

Used car search website Motors.co.uk has retained Diffusion as it looks to take on Auto Trader and Tesco in an increasingly competitive market. In a market worth £24bn a year, Motors.co.uk is the second largest used car site in the UK behind Auto Trader, and has seen competition escalate recently with the launch of TescoCars.co.uk. Diffusion has been briefed to develop and implement an integrated communications strategy using both traditional and social media channels. Read More

Motors.co.uk, one of the UK’s leading used car search websites, has appointed Diffusion as its retained consumer PR agency.  Diffusion has been selected to develop and implement an integrated communications strategy using both traditional media and social media channels.  Key objectives of the campaign will include building brand awareness, amplifying a new TV advertising campaign and creating an online community around the Motors.co.uk brand.

Diffusion will be embarking on a sustained issues-based national and local media campaign for Motors.co.uk, aimed at articulating its motoring expertise and appeal to mainstream consumers, rather than just car enthusiasts.  The traditional PR campaign and Motors.co.uk’s wider marketing strategy will be closely integrated with the agency’s digital work.

Diffusion will be using its extensive expertise in community building and management to make Facebook central to Motors.co.uk’s online engagement strategy.  Social media platforms including Twitter, blogs and forums will also be used to build on the site’s goals of empowering mainstream car buyers and sellers and making car buyers feel safer and reassured about purchasing a used vehicle.

Phill Jones, commercial director, Motors.co.uk commented, “We recognised that we needed to take an integrated approach to our communication strategy to make the biggest impact. Diffusion impressed with their ideas and energy for building consumer engagement around our brand, allowing consumers to share their emotions around the car buying process.  They demonstrated that rare quality among agencies of being as strong in traditional media as they are in digital and crucially, expert at bringing those multiple channels together.”

Daljit Bhurji, managing director, Diffusion added,  “Motors.co.uk is the type of challenger brand we love to work with at Diffusion. The British public has an enduring love affair with all aspects of motoring and we want to tap into all those emotional connections through our campaign. Motors.co.uk is operating in a competitive space and an integrated campaign which can start conversations and harness the power of social networks has the potential to give it a real edge.”

An increasing proportion of marketing budgets is being set aside for digital and social media work. In the first of a series of special features, PRWeek asks what the PR industry needs to do to ‘own’ these budgets. Diffusion co-founder and director Ivan Ristic comments. Read More