Host turns Sydney’s Martin Place into a Winter Photography Exhibition for Air New Zealand

Host, Sydney – with creative via The Jamboree – has developed a new campaign for Air New Zealand to celebrate the start of the New Zealand ski season and inspire people to get on a plane and go.

Rather than taking the conventional advertising approach, Martin Place Station has been transformed into an art gallery featuring a Winter Photography Exhibition, brought to you by Air New Zealand and entitled “Just 3 Hours Away”.

The exhibition features the epic and inspiring work of three outstanding snow sport photographers, Tony Harrington, Camilla Stoddart and Dan Himbrechts. The free exhibition runs until June 19th.  

In true exhibition style you can also listen to the audio guide and take home your own printed catalogue, which were created to give an added dimension to whole experience.

The exhibition was designed to reinforce that New Zealand’s world-class snow is literally just 3 hours away and with Air New Zealand you can fly there daily.

Says Kelly Millier, Air New Zealand Marketing Manager: “Australians love the easy access to New Zealand and skiing is seen as one of the most appealing sporting activities to do there.  With the strong Aussie dollar and Air New Zealand’s daily services to the ski fields, there has never been a better time to go. We briefed Host to communicate the New Zealand Winter experience in an unexpected and engaging way. The natural beauty of this series tells a thousand words.”

Adds David Smith, creative director at The Jamboree: “Selling something as amazing as the NZ slopes is easy. That’s why we decided to pitch our offer through an exhibition. An exhibition has truthfulness to it that an ad campaign struggles to deliver.”

Air New Zealand is also planning Melbourne’s leg of the exhibition.

Client:  Air New Zealand Australia

PR agency:  Hausmann