Archives de catégorie : Video Marketing

Video Marketing: What Are You Waiting For?

If your dealership hasn’t climbed aboard the video marketing train, what are you waiting for? The common objections—it costs too much, it’s too much work, the dealership is too small, etc.—no longer hold up when you consider the reality of what it takes to implement and maintain a video marketing strategy and the bottom-line gains you’ll make by having one.

There’s no shortage of statistics pointing to the effectiveness of video marketing, but one in particular from Insivia is telling, and cannot be ignored by auto dealers: 90% of consumers say that watching a video about a specific product is helpful in the buying-decision process. And consider the well-known quote from Forrester researcher Dr. James McQuivey: “One minute of video is equal to 1.8 million words.”

But there’s much more to the story than statistics. Three auto industry veterans are here to tell you why you should show—not just tell—prospective customers what your dealership has to offer: Tim James, COO of Flick Fusion; Gary Galloway, automotive digital marketing evangelist at Netsertive; and Mike Martinez, managing director of AutoPoint.

In the first part of this two-part online feature, they explain how an effective video strategy costs less than you’d think, and doesn’t require a degree in cinematography to produce. They also reveal the components of a successful dealership video strategy, and warn of the mistakes that can hinder its effectiveness.

DMM: At dealerships that have been slow or resistant to incorporate video strategy into their marketing, what’s holding them back, and how would you persuade them to utilize the full potential of video?

Tim James: The top three reasons why more auto dealerships haven’t embraced video marketing are [1] they don’t believe they have the budget to create videos; [2] they don’t believe they have the time to create videos; or [3] they don’t believe they have the expertise, equipment, or creativity to create videos.

The good news for dealers is that video technology exists that can make videos affordable, and completely automate the production process so they literally don’t have to do a thing. Remember when dealers resisted the idea of having to put up VDPs and photos? It’s like that now with videos, but the reality is that videos will soon become the “new normal.”

Videos are the best way to merchandise your inventory online. Dealers spend a lot of time and money merchandising inventory in their dealership. Their showrooms are immaculate, the cars are clean, and the staff is professionally dressed. Yet when it comes to merchandising online, where 90% of the shopping process is done, many dealers aren’t doing anything to merchandise their vehicles, other than with text and photos. Have you ever noticed how so many VDPs look the same?

Videos can set your dealership apart from the competition. Having a full-motion inventory video with a professional, engaging presentation is like teleporting a salesperson right into your customer’s living room.

It doesn’t have to be time-consuming either. At the very least, stitched photo videos can be automatically created from inventory photos. Many lot-service companies have started shooting videos in addition to taking photos, and dealerships that shoot their own video can just as easily shoot a video and then extract their photos from the video. The technology exists to make the process fast and easy.

Gary Galloway: It’s important that dealers look at video as part of their overall digital strategy, rather than view it as a separate tactic. Though it may seem like a daunting new medium, it’s emerging as one of the most effective ways to market a product—especially to the younger, digital-savvy generation.

According to Marketing Land, 85 million people are consuming online videos daily, and millennials specifically spend 48% more time watching video than any other demographic. Among Netsertive’s customer base, clients saw major changes in their paid-search traffic, including a 56.8% increase in conversions, after introducing video to their campaigns. As such, it’s important that marketers organically integrate video into their digital campaigns, landing pages, and more.

Although many of today’s dealers still dedicate a significant amount of their marketing budgets to traditional TV, advertising agencies are actually recommending that brands start focusing more on digital video. In fact, they suggest marketers shift 10% to 25% of their TV budget to digital video because it gives them more targeting options and enables marketers to measure ROI more effectively.

Dealers have been hesitant about this method because it comes with some significant challenges. One of the primary reasons being that it’s difficult to differentiate a TV spot from an effective video advertisement. TV audiences are captive, while YouTube viewers can skip an ad after five seconds, so online videos must be compelling enough to captivate and keep the viewer’s attention immediately.

To alleviate some of the burden of inserting video into digital campaigns, dealers should work with brand partners to obtain pre-roll footage and ensure content is compliant and up to date with current products and promotions. Dealers should also leverage campaign analytics to determine what is and isn’t working, and how to continuously improve. Understanding ROI is key to expanding future video programs and securing additional co-op support.

Mike Martinez: Video can be an unfamiliar marketing format, and many dealerships don’t know how to go about implementing it into their current marketing strategies. They may feel unsure about whether or not it’s worth it. And if dealerships try to launch video campaigns on their own with no experience in this arena, they’ll have to dedicate a lot of time and effort to something they think has questionable value.

I would tell those dealerships that video is important, and they need to have a solid video presence in place within the next couple years. Video is quickly becoming the new showroom, the new test drive, and a vital complement to what dealerships are already doing.

It’s worth the investment. I would tell hesitant dealerships to find a good vendor partner that has extensive video experience, and that can guide them through the implementation and creation process.

DMM: What are the essential components of a comprehensive, effective dealership video marketing program?

TJ: To have a successful video marketing program, auto dealerships need to have:

[1] Content: Start with inventory videos, then add value proposition videos, customer testimonial videos, service department videos, etc. Dealers should have an established process for creating videos, whether it’s someone internally or using an outside vendor like a lot-services company shooting their video content.

[2] Exposure: One of the biggest problems that dealership have with video is getting them seen. Their strategy must get the right video in front of the right shopper at the right time of the buying cycle.

In addition to their website, dealerships should post all of their videos on their YouTube channel and social media profiles. They should have videos on their third-party auto shopping site listings. They should create video ad campaigns, which perform better than text or photo ads. And they should use videos in their email marketing and lead follow-up process.

The key is having an integrated exposure strategy that merges their video content into their sales and marketing strategies, and vice versa. This saves an amazing amount of time while increasing their ability to capture more viewer data, all while making it easy for the shopper to move from one part of the buying cycle to the next in a controlled environment.

[3] Data Collection: Since most digital touch points do not actually host the video, the video host plays a very important role in the success of a video marketing strategy. Ideally a dealership will host all of their videos on a single hosting platform. This gives the dealership control over their customers’ viewing experience while capturing and storing data for every viewer of every video.

Many dealers use YouTube as a primary hosting platform for some of their videos, then utilize different hosts for other videos such inventory, test drive, and lead follow-up video emails. This separation of content makes it extremely difficult to capture all of your viewing data, [and] controlling the customer experience and utilizing the data is next to impossible. And this is where most dealerships are missing out on an opportunity that could have one of the biggest impacts on their sales . . . using their video data.

[4] Data Utilization: In addition to the increases in the informational and emotional value that video brings, the utilization of video viewer data is one of the most important advantages that video can provide versus any other media. Video viewer data can be used to create relevancy, which is the key to any successful marketing strategy.

Relevant content attracts and engages customers; increases time spent on your website; boosts search engine rankings; improves important metrics like click-through rates, conversions, appointments, and sales; and produces higher-quality leads.

With videos, relevancy is defined as choosing which videos to display to individuals, along with sales and marketing messages, that can all be updated in real time based upon the viewer, touch point, geo-location, day, time—you name it.

GG: To start, dealers need to understand what differentiates them in their local market, and determine how to tell that story through video. A video marketing program is no different from a TV strategy. However, the critical underlying issue is that many dealerships are still unsure what their TV advertising strategies should look like. A few general tips include:

[1] Remember that you are telling a story, not just selling a product. Carefully plan the timing of the campaign so content is consistent and expresses a narrative, as opposed to segmented advertisements.

[2] In any video advertisement, it’s important to be concise with the message. Viewers will skip the ad if they’re not immediately drawn in. And, if it’s too long or drawn out, the audience will quit watching.

[3] Finally, like any other advertisement, videos must have a clear call to action that tells viewers exactly where to find more information or how to find the dealership.

Video advertising enables dealers to highlight their inventory, a vehicle’s unique features, and more. Millennials, especially, enjoy seeing real people using products so they can better understand the durability and ease of use.

Telling a concise narrative with a strong call to action is key to launching and sustaining a strong video campaign.

MM: When it comes to vehicle sales, buyers today research before they purchase. They make their decisions online and walk into your dealership ready to buy.

So before they come in, they want to see video walk-arounds, virtual test drives, model comparisons, how-to videos, and financing tips. Even on the service side of things, customers want to research their options. They want to know why you’re recommending the services you are, and they want to form their own conclusions about whether or not they should approve ASRs.

Educational service and repair videos are hugely important for customer satisfaction, and they increase upsells for the dealership, too. Your service advisors should be sending your customers a digital report that includes these types of videos, so customers can learn on their own time and come back empowered to make service decisions.

DMM: Among dealerships that have been using video for years, what are common mistakes or areas for improvement?

TJ: The biggest mistake I see is that some dealers think that having videos is the same thing as having a video marketing strategy. Many dealers go to a lot of effort to create and deliver video content. Whether it is video emails in their lead follow-up process, value proposition and testimonial videos, or even inventory videos on their website, they look at their video content, and their strategy pretty much stops there.

To be most effective, videos have to be part of a strategy that includes all of these elements plus content, exposure, data collection, and data utilization. They are leaving a lot of money on the table by not leveraging their content through a true video marketing strategy, and in a lot of circumstances, they are even creating more work for themselves because of it.

I recommend starting with inventory videos. Your inventory is your most important asset, and you spend a lot of money to drive traffic to your various VDPs. It is important to maximize the merchandising of your inventory, and there is no better way to accomplish this than with inventory videos.

Then add the other three elements to your strategy to generate exposure, capture your viewer data, and utilize that data to deliver the most relevant experience possible for your shoppers. Promote the fact your dealership has these videos, and shoppers will respond.

In addition to posting them on your VDPs, make sure they’re distributed to the dozens of other touch points mentioned in the second question. Have a “suggested videos” widget on your homepage. Have built-in lead conversion widgets in every video. Use inventory videos in your lead follow-up process and email marketing. If you do all these things, you will see metrics improve and you will get more leads.

Once you have succeeded in creating a successful video marketing strategy for inventory videos, build the rest of your strategy around it. Add all of the rest of your video content to your strategy of exposure, data capture, and data utilization. You will find that you not only save a lot of time, but all of your other video content [will be] more effective.

GG: The biggest mistake dealers make is not investing enough to make a significant, measurable impact. Allocating up to 25% or 30% of the marketing budget to video advertising gives dealers the best chance of achieving a tangible and meaningful ROI.

MM: Most important is actual use. For example, some dealerships have the ability to send digital service reports with videos, and their advisors just don’t use it. That’s a huge waste of a valuable tool.

Second, videos need to be professional. They should showcase the dealership brand, use professional voice-overs, maintain steady camerawork, and have clear sound. Customers have very little patience for poor quality or content. They will switch off a video within seconds if it doesn’t meet their standards or catch their attention. This is why dealerships should work with reliable vendors who have experience crafting compelling, professional content.

End of Part One

Trudeau reprend en Argentine sa croisade contre le protectionnisme

Selon les deux hommes, beaucoup de gens craignent que le progrès et le commerce mondial abandonnent à leur sort une partie de la population, et que des enfants ne puissent pas bénéficier des mêmes possibilités que leurs parents et grands-parents. Ce sentiment a alimenté selon eux des mouvements opposés à l’immigration et au commerce international un peu partout dans le monde, ce qui s’est traduit par l’élection de Donald Trump aux États-Unis et le Brexit au Royaume-Uni.

Dans le cadre de son premier voyage officiel en Amérique du Sud, M. Trudeau a soutenu en conférence de presse à Buenos Aires, jeudi, que le commerce stimule indéniablement la croissance économique, et qu’il peut – qu’il devrait – bénéficier à tous les citoyens. Il faut maintenant démontrer, selon lui, qu’il est possible de conclure des accords commerciaux qui soient avantageux pour les petites et moyennes entreprises, pour la classe moyenne et pour les communautés locales.

Le président Macri a renchéri en affirmant que le commerce constitue un outil pour sortir les citoyens argentins de la pauvreté, alléger le fardeau fiscal de la classe moyenne et améliorer les finances publiques en général.

Après des années de gouvernements populistes et nationalistes, l’Argentine tend de plus à plus vers le centre du spectre politique, alors que le président Macri a levé le contrôle des changes et apporté des modifications à l’agence centrale de la statistique, afin de se refaire une crédibilité et attirer les investisseurs étrangers.

M. Trudeau a déjà déclaré que si l’Argentine est un pays ayant des défis à relever, il a devant lui plusieurs occasions de croissance. Aux yeux du président Macri, ces occasions prennent la forme d’investissements étrangers alors que la valeur du peso argentin s’est effritée, que le coût de l’électricité est monté en flèche et que 200 000 emplois ont été supprimés.

Un ancien diplomate canadien en Amérique du Sud affirme que le changement politique observé en Argentine est reflété dans les pays voisins, ce qui fait de la visite de M. Trudeau une astucieuse stratégie géopolitique. Allan Culham croit que la visite du premier ministre ne pourrait tomber à un meilleur moment pour bâtir des relations personnelles, ce qu’apprécient particulièrement les Sud-Américains.

L’ambassadeur de l’Argentine au Canada, Marcelo Suarez Salvia, estime que cette rencontre constitue une belle occasion de reconstruire la relation entre les deux pays, qui avait atteint un creux il y a quatre ans. C’était au Sommet des Amériques, en 2012, lorsque le précédent gouvernement conservateur avait choisi de ne pas appuyer une résolution pro-Argentine dans le différend avec le Royaume-Uni sur les îles Malouines.

L’ambassadeur Suarez Salvia explique que son pays souhaite obtenir une aide financière internationale pour réaliser plusieurs importants projets d’infrastructures et profiter de l’expertise canadienne dans le but de faire venir 3000 réfugiés syriens en Argentine. Le pays accepte aussi de rouvrir ses frontières au porc canadien, ce qui réjouira les producteurs québécois.

Des entreprises canadiennes ont déjà un pied à terre en Argentine, principalement dans le secteur minier – des projets controversés à cause de leurs impacts sociaux et environnementaux. Le président Macri cherche à séduire les entreprises minières en abaissant les taxes fédérales et en incitant les provinces, qui ont juridiction dans ce secteur, à l’imiter.

M. Trudeau séjournera deux jours en sol argentin. Il participera ensuite, en fin de semaine, au Sommet Asie-Pacifique (APEC), à Lima, au Pérou.

Alice Paquet sera à l’émission Un souper presque parfait la semaine prochaine

Alice Paquet, cette jeune femme qui a dénoncé publiquement une présumée agression sexuelle du député libéral Gerry Sklavounos, en octobre, participera à un épisode de l’émission de téléréalité Un souper presque parfait qui sera diffusé la semaine prochaine.

L’émission en question a été tournée cet été, affirme une responsable des communications du Groupe V média, Karine Ladouceur. C’est dire que le tournage a eu lieu après les agressions alléguées, au printemps 2014, mais avant le battage médiatique qui a suivi son témoignage, lors d’une manifestation à l’Université Laval, le 26 octobre dernier.

«L’émission a été tournée cet été bien avant que les faits soient connus», indique Mme Ladouceur.

«Ça n’a aucun lien, c’est une citoyenne comme une autre qui a participé à l’émission, de son propre chef.» Il ne serait pas question d’agressions sexuelles ou des faits allégués dans l’émission.

Dans une manifestation organisée à l’Université Laval pour soutenir les victimes de la vague d’agressions sexuelles survenue dans une résidence du campus, Alice Paquet a dit publiquement qu’elle avait été agressée sexuellement par un député de l’Assemblée nationale. Il s’agit de Gerry Sklavounos. Il a été exclu du caucus libéral.

Par la suite, la jeune femme est revenue sur certaines affirmations et des incohérences ont jeté du discrédit sur son témoignage. TVA révélait jeudi qu’aucune trousse médico-légale n’avait été faite à la suite des agressions présumées, contrairement à ce qu’elle avait dit.

Aucune accusation n’a été déposée. Mme Paquet a cependant porté plainte à la police de Québec.

La zone des commentaires a été bloquée afin d’éviter les dérapages.

 

Jeff Sessions, un futur ministre de la Justice au passé raciste

« Jeff a été un membre hautement respecté du ministère et du bureau du procureur de l’État d’Alabama. Jeff est très admiré par des experts du droit et par, en gros, tous ceux qui le connaissent », a indiqué M. Trump, dans un communiqué annonçant vendredi cette nomination.

À 69 ans, le natif de Selma représente son État d’Alabama au Sénat depuis 1997. Il s’y est notamment illustré en s’opposant à des projets, républicains comme démocrates, de régularisation de sans-papiers.

Cet homme politique diplômé en arts avant d’obliquer vers le droit, dont le ton mesuré contraste avec l’exubérance du président désigné, a vu sa fidélité récompensée : il avait été le premier sénateur à lui apporter son soutien durant la campagne.

« J’adhère avec enthousiasme à la vision du président désigné pour une « Amérique unique » et son engagement pour une justice équitable sous l’égide de la loi », a relevé ce père de trois enfants et grand-père sept fois, cité dans le communiqué.

Yeux clairs et cheveux blancs soigneusement coiffés sur le côté, M. Sessions est aussi favorable à une réduction des dépenses et à une approche ferme pour lutter contre la criminalité.

Mais des propos ouvertement racistes tenus dans les années 1980 poursuivent encore aujourd’hui l’homme au fort accent du sud.

En 1986, alors procureur fédéral en Alabama, il avait reproché à un avocat blanc de faire « honte à sa race » en défendant des clients noirs. Il avait plus tard reconnu avoir tenu ces propos.

Il se serait aussi adressé à un procureur noir en l’appelant « boy », un terme à très forte connotation raciste aux États-Unis, et aurait dit qu’il considérait les membres du Ku Klux Klan comme « OK, jusqu’à ce que je découvre qu’ils fumaient de l’herbe », a rapporté le New York Times.

Ces propos avaient été mentionnés lors d’une audition en 1986 devant le Sénat qui examinait sa candidature au poste de juge fédéral. Il avait réfuté l’utilisation du mot « boy » et balayé ses commentaires sur le KKK comme un trait d’humour ne pouvant être pris au sérieux.

De manière tout à fait inhabituelle, sa nomination avait été rejetée.

« Mes 15 ans passés à travailler pour le ministère de la Justice ont été extraordinairement satisfaisants. J’aime ce ministère, ses équipes et sa mission », a relevé M. Sessions, qui a servi dans l’armée de réserve des États-Unis de 1973 à 1986 et a été élu ministre de la Justice d’Alabama en 1995, jusqu’à son entrée au Sénat.

Pour prendre officiellement ses fonctions de ministre dans la future administration Trump, M. Sessions devra à nouveau passer devant le Sénat où il pourrait être une fois de plus questionné sur ces déclarations. Le Sénat est actuellement contrôlé par les républicains.

Son passé pourrait aussi refaire surface dans ses nouvelles fonctions, car sa nomination intervient à une période où les tensions raciales ont été ravivées par la mort de plusieurs Afro-Amériains non armés abattus par des policiers depuis l’été 2014.

Le sénateur texan Ted Cruz, ancien candidat à la présidence, a salué la « bonne nouvelle » de cette nomination « pour tous ceux qui vénèrent la Constitution et l’état de droit », se disant « confiant qu’il sera un ministre de la Justice exceptionnel ».

« Aucun sénateur n’a combattu plus durement les espoirs et les aspirations des Hispaniques, des immigrés, et des gens de couleur que le sénateur Sessions », a relevé dans un communiqué Luis V. Gutierrez, représentant de l’Illinois, estimant que le futur ministre « est le genre de personne qui va faire reculer le maintien de l’ordre, les droits civiques, les tribunaux (…) et effacer 50 ans de progrès ».

Le directeur de la puissante association américaine de défense des libertés ACLU, Anthony D. Romero, a prévenu dans un communiqué que les positions du sénateur « sur les droits de la communauté LGBT, la peine capitale, le droit à l’avortement et l’autorité présidentielle en temps de guerre ont été contestées par l’ACLU et d’autres organisations de protection des droits ».

Is virtual reality only for video games? Not likely

NASHVILLE — Sony recently launched its first mass market virtual reality device for video games just in time for Christmas.

The platform for the PS4 gaming console allows gamers to immerse themselves into another world. Whether it be a street luge or a deep sea dive, users are so surrounded by the virtual world that it can be disorienting.

While the uses for entertainment are obvious, virtual reality and its sister technology augmented reality have more practical applications than just video games, said Matt Voss, senior producer at StagePost, a multimedia marketing firm in Nashville.

“It can be used for training, marketing, helping our customers sell and to create buzz about a product,” Voss said at a workshop held Wednesday called VR 101.

Regardless of the use, for Voss the underlying principle is the same: Virtual reality is a new way to tell a story.

“I love finding new technology that can tell stories in innovative ways,” Voss said.

Voss and StagePost looked at new technology and the available apps on the market before deciding to develop its own, Voss said.

The media marketing company partnered with a developer and “made an app that is as simple to use as possible” and adaptable to different clients, Voss said.

The first client was Nashville’s largest tire manufacturer, who asked for a training simulation that it could give to its clients.

“If we can entertain, we can train people,” he said.

The manufacturer contracted with StagePost to create a VR training video that its clients could use to reduce cost by preserving tires.

Voss said the video was developed for a client that spends millions of dollars on tires. The training seeks to reduce that cost and strengthen the relationship between the manufacturer and client.

Before the VR training was developed, the client would transport trainees to the location and train on site. Now the VR simulation takes trainees down into a mine in Nevada to teach them best practices for preserving the tires on their trucks.

The immersive video demonstrates how to build a haul road, evenly distribute a payload and avoid road hazards, all from the relative safety of an office chair. The biggest risk is getting dizzy from spinning around in the chair too much to look at the 360-degree view of the mine.

After completing the video, which includes an audio track, trainees then take a test to see how much they learned.

Voss said the VR training has been in use for a couple months and the trainees are showing better retention of information.

“People love this. They remember what they watch,” he said.

In addition to virtual reality, augmented reality can also be used to train workers. Voss explained AR can allow trainees to interact with the physical world and learn new techniques and strategies.

Robert Saari, instructional technologist from Asurion, said he can see practical training applications for VR in its repair facilities, but it might not be realistic to use in all situations.

“We could train how to make connections or troubleshoot on hardware,” he said. Asurion is a Nashville-based provider of device protection and support services for smartphones, consumer electronics and home appliances. The company also has a repair facility in Smyrna.

Sarri said he could imagine trainees making virtual repairs on digital cell phones or connecting wires on virtual stereo components with the technology.

“It could be easily more efficient to use VR and AR than actual hands-on training,” Saari said after the workshop.

But it wouldn’t be as easy to teach the soft skills needed in the company’s tech support call centers. The novelty of the technology could be distracting too, he said.

“There is a tremendous amount of potential in other industries, I just don’t know about it for us,” Saari said.

In addition to the training opportunities, Voss said companies have also approached StagePost about developing interactive demonstrations and other marketing campaigns to create a connection with audiences.

Whether it be games or business, the potential of VR and AR are just being tapped into, he said.

Reach Michelle Willard at 615-278-5164 or on Twitter @MichWillard.

How virtual reality works

Using a 360-degree camera, multiple spherical images are taken. Those images are then stitched together to create a seamless 360-degree panorama. The VR images can also be created through digital animation in the case of video games.

Users then view the panoramic images through a headset. Sony Play Station 4 users have to use a special rig, while cell phone headsets are available for viewing 360-videos.

Whatever the hardware used, the effect is a full immersion in a virtual world.

How augmented reality works

Augmented reality uses the real-world environment and supplements it with information or a game.

In the case of Pokemon Go, the game uses the cell phone’s camera to project a view of the user’s surroundings and overlays the game’s objectives on top of it.

Other uses include using certain designs in printed material that can trigger interactive 3D images or information when scanned with a device.

Applications have been found in fields from archaeology and architecture to marketing and video games.

Neither technologies have to be tied to a smart phone. The simulations can be stored on a website or loaded into standalone headsets.

Northland the star in latest Air NZ safety video

STARS: Shortland Street actor Jayden Daniels accepts his lift from real life Air NZ flight crew members, in their role for the safety video. Photo/John Stone
STARS: Shortland Street actor Jayden Daniels accepts his lift from real life Air NZ flight crew members, in their role for the safety video. Photo/John Stone

Northland is the star in a new Air New Zealand video being filmed mainly in the Bay of Islands – although a gorgeous blue 1966 Mustang and a young Shortland Street actor also in the video won’t go unnoticed.

Four days of filming around some of Northland’s scenic locations will lead to a safety message and road movie lasting just under four minutes in Air NZ’s A320 planes and just over four minutes in the bigger 777 300 planes. It will be seen not only on board international flights, but on social media and other broadcasts.

They have a target audience of many millions, said General Manager of Global Brand and Content Marketing Jodi Williams.

Air NZ makes two of the mini-comedies a year highlighting different aspects of New Zealand’s culture, sights and talents; the last one starring hapless funny man Rhys Darby.

The company is keeping fairly quiet about the plot of the one now being made, but Ms Williams said it has a travel and adventure theme starting with a flight to Bay of Islands Airport, in Kerikeri, and then a road trip.

We can’t give much away, but during the first day’s filming session the Advocate was invited to yesterday, Shortie actor Jayden Daniels, who plays Curtis, arrived on that movie-land Air NZ flight.

First, filming took place on board a plane parked on the runway. The next sequence shows Daniels walking out of the terminus, with the flight crew in that superbly photogenic Mustang pulling up and saying something along the lines of, « want another ride? »

In he jumps and off they go.

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One of the real-life air crew featuring in the video is Air NZ pilot Louise Maihi, originally from Ahipara and who helped fund her flying career by working as a barmaid at Omapere.
We didn’t see any other « famous faces », but the company said the video would feature « both local and international stars ».

More than 150 film crew and cast, including extras scouted locally, are involved, Ms Williams said.

She would not say how much it would cost but said although it was an expensive exercise, the entertaining safety videos provided far more in returns than in expenditure.
Those rewards were shared around the regions that feature in the videos, she said.

« As a tourism business Air NZ plays a key role in facilitating inbound travel to our shores, marketing all that our beautiful country has to offer and ensuring that regional centres share in the economic benefits that tourism brings.

« For those of us who are proud to call New Zealand home the video is sure to resonate and evoke a real sense of pride and nostalgia. We hope that it will not just inspire foreigners but also more Kiwis to explore an amazing part of our country. »

The Bay of Island’s Marketing Group, an arm of Far North Holdings, itself the business and asset company of Far North District Council, has invested in the project. Marketing Group chairman Charles Parker said Air New Zealand’s safety videos were a global hit, generating a huge volume of international media coverage.

« You only need to look at the success of the airline’s Hobbit and Bear Grylls videos in driving visitation to New Zealand to see the opportunity this next one presents for our region, » Mr Parker said.

Far North Mayor John Carter also said the Northland-focused video was a massive opportunity for the region.

The new safety video will be rolled out across the Air NZ fleet before Christmas.

Northern Advocate