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Sometimes there just isn't enough time in the day to write a full blog post, but that doesn't mean it's not covered. Often its covered on the NZ Aviation Notes Facebook page.

Tuesday, October 12, 2010

Is "Rico" genius or failure?

Air New Zealand's latest marketing ploy 'Rico' the furry frequent flyer, being used to advertise the features of NZ's new 777-300s (being delivered shortly) seems to have hit mixed responses.

I seem to be seeing positive responses from people in the northern hemisphere - UK & USA, but the reaction from people here in the southern hemisphere, NZ & AU seems to be uniformly negative.

Most people down here seem to find 'Rico' crass and unfunny, and he has even been compared to Paul Henry and come out worse off!

I'll let you make up your own mind on this one

Check out the full range of 'Rico' videos HERE (new ones to be added 20/10/10)

6 comments:

Rodney said...

Hi mate,

I'm voting for "epic fail".

Rodney

nzompilot said...

I am completely with you on this one Rodney.

But this seems to have ignited some passionate debate on twitter with some supporters vehemently opposed to any "haters"

James said...

I'm not sure. I admit I sniggered at "you can feel her wind" and "I go back to touching mine now", but on the whole... forgettable.

But it's not really targeted to NZ'rs though is it, surely it's more an international market thing.

nzompilot said...

You are right James, I am pretty sure this marketing is aimed at international audiences, and its hit its mark, with big support in the US and UK, and big controversy down here in the antipodies.

I think Air NZ have definately created two distinct marketing types, the nothing to hide/love rugby stuff that has been so popular (and understood)locally, and now Rico who is a hit in the northern hemisphere, but not so much locally.

Kate said...

Rico now has a page on facebook and has uploaded lots of photos of himself in places around New Zealand. What I find confusing is that often he's "misunderstood" (to try and add comic value) what the activity is / towns name is, which we as NZ'ers might understand, but tourists wont have any idea about http://www.facebook.com/#!/rico I find this very frustrating.

nzompilot said...

Kate, I have just had a look at Rico's "travels" in australia, as posted on the facebook page.

I agree that the NZ ones might not make sense to tourists/foreigners.

The aussie ones just make me think Rico is a big ripoff of Borat. Same sentance structures, mis-wording etc.

I even read them in Borat's voice.

Which in my opinion does not reflect favourably on Air New Zealand, it definitely lowers the tone.

Its what I'd expect from a european LCC, not a South Pacific "full service" flag carrier (although full service is debateable)

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