AIR NEW ZEALAND
Every month, Air New Zealand create an 'Elite Experience' for their Gold Elite members. They send these premium customers an email describing the experience and encouraging them to enter the prize draw.
We're tasked with crafting the tone for this email, including an engaging subject line, creative headlines and compelling body copy.
These people are important, but they're still people.
Tone is key for these emails. So when we write to them, we aim to find a balance between acknowledging their status, but still coming across as friendly and 'real' – a cornerstone of Air New Zealand's brand tone.
A successful loyalty programme with high engagement that's now being rolled out for a third year.