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Scott Henderson

Principal / Special Ad Service

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    Over 50 years of heritage has made Interislander an iconic 'Kiwi summer' brand... but a newer, cheaper competitor made celebrating this classic status (and travel experience) vitally important.

    In 2009, this was achieved by bringing back the brand's classic anthem – with a modern twist – in a campaign that achieved higher advertising recognition than Air New Zealand, with a fraction of the budget.

     

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    Over 50 years of heritage has made Interislander an iconic 'Kiwi summer' brand... but a newer, cheaper competitor made celebrating this classic status (and travel experience) vitally important.

    In 2009, this was achieved by bringing back the brand's classic anthem – with a modern twist – in a campaign that achieved higher advertising recognition than Air New Zealand, with a fraction of the budget.

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    In 2013, it was time to refresh the campaign – this time, on behalf of Y&R – and leverage the insight that almost every Kiwi has an Interislander memory.

    ‘NZ’s most remembered journeys’ became a powerful organising idea for Interislander, across traditional and social media, with smart, cost-effective production delivering greater value for budget than ever before.

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    In 2013, it was time to refresh the campaign – this time, on behalf of Y&R – and leverage the insight that almost every Kiwi has an Interislander memory.

    ‘NZ’s most remembered journeys’ became a powerful organising idea for Interislander, across traditional and social media, with smart, cost-effective production delivering greater value for budget than ever before.

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    In 2013, it was time to refresh the campaign – this time, on behalf of Y&R – and leverage the insight that almost every Kiwi has an Interislander memory.

    ‘NZ’s most remembered journeys’ became a powerful organising idea for Interislander, across traditional and social media, with smart, cost-effective production delivering greater value for budget than ever before.

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    While TV delivered the idea of "NZ's most remembered journeys", print, online and social media were used to prove the truth of it, to our audience. We used Shuttlerock to monitor #interislander across Facebook and Instagram – messaging the passengers who had taken the most compelling photos and incorporating them into the campaign.

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    Each respondent got a free sailing – driving incremental sailings, and the loyalty and word of mouth that they created. And Interislander got an authentic, cost-effective and constantly fresh source of imagery – that told the brand story in a way that the most crafted photograph wouldn’t.

  • INTERISLANDER

    S&S / Y&R 2009 - 2015

    The resulting imagery was used in a range of print & poster formats - as well as in online display, outdoor and within Interislander's own digital and social properties.