Case History Database

The virtues of social media and the opportunities it presents brands have been discussed at length within the industry. The once novel idea of a branded Facebook page or Twitter profile has now become as commonplace as a 10 X 7 in the weekend paper. But what about the financial benefit of social media? Is anyone actually making money out of it? This paper proves that over one of the most difficult times in recent airline history, Air New Zealand earned over $1.5m in additional revenue through a dedicated social media campaign, without cannibalising revenue from other sales channels.

	Author		Matt Kingston		HOST
	Creative Director		Bob Mackintosh		HOST
	Digital Strategist		Pascal Winkler		HOST
	Account Director		Vicky Munro		HOST
	Project Manager		Anne Lillie		HOST
	Marketing and Communications Manager		Andrew Stanbury		Air New Zealand
	Digital Brand Manager		Amy Jayawardene		Air New Zealand