Work that elevates

Taking flight

Our challenge: Increase passenger numbers from Auckland to Newcastle

Newcastle Airport had a relatively low awareness in Auckland, having never enjoyed a direct aviation service previously.  

Newcastle Airport Airline partner Virgin Australia gave 24 hours’ notice that they had a ‘special sale fare’ ready to launch into the market. Under this short time frame, Lionize were able to bring forward their campaign by 48 hours to coincide with the sale. There is little doubt this flexibility had a significant impact on the success of the campaign.

Elevated idea:

‘It’s Australia all in one’

An international inbound tourism motion and print campaign – ‘Newcastle, It’s Australia was created to entice passengers to the Newcastle region from Auckland and highlighted the region’s iconic tourism destinations.

This advert was seeded through localised Airport OOH print and digital campaign which was tightly focussed on those Auckland residents with a clear propensity to travel to Newcastle and the Hunter Region. Lionize liaised deals with Qantas to utilise frequent flyer data alongside the Roy Morgan Helix Persona tool. These insights helped to identify and personalise our media campaigns. Specific edited versions of our advert were specifically targeted to travellers, with the same interests, resulting in an efficient and highly effective outcome.


The campaign immediately shifted the travel mix, delivering more visitors from Auckland to the hunter. It reached over 2.4 million impressions and 6,600 custom click-throughs to the landing page