Bald Heads Wanted for a Change

Oct 2008

Air New Zealand invites Southern California residents to be considered for a 10-day gig as one of its 30 cranial billboards.

Air New Zealand will hold a casting call to select 30 adults (18+) to serve as walking billboards for 10 days. The selected billboards will have their heads shaved and branded with a temporary henna tattoo.

The tattoo will be visible for approximately 10 days (with one reapplication after five days) and read "Need a change? Head down to New Zealand. www.airnewzealand.com."

The message reflects Air New Zealand's current "Depart a Californian. Return a Kiwi." advertising campaign communicating the potential for a life-change.

Each selected applicant will be eligible for a cash prize of $777 or an economy roundtrip ticket to New Zealand. The cash prize will be paid in two installments.

The first half will be given after the selection and tattoo application and the second half will be given at the October 30 reapplication. For those who select a ticket in Pacific Economy class to New Zealand instead, the ticket will be given at the second application on October 30.

Cranial billboards will be asked to go about their normal lives, attend their regular events and might be asked to fly on a major airline between Los Angeles and San Francisco, encouraging busy travellers to explore their need for change by heading down to New Zealand.

Additional cranial billboard rules and regulations are posted at airnewzealand.com.

Gas prices, the economy, the bank situation, the housing market, and the dynamic election are leaving many Californians with a need for change. Air New Zealand encourages people to take a trip to New Zealand and have the experience of a lifetime.

The airline's "Depart a Californian.

Return a Kiwi." advertising campaign creatively illustrates a juxtaposition of before and after images of life-changing journeys. Air New Zealand hopes to convey a personal message by using people to communicate one-on-one about the potential for a life-change.

A cranial billboard will turn heads and speak directly to the person behind him/her, inspiring dialog about the need for a life-changing journey to New Zealand. During the campaign, Californians can enter a sweepstakes to win a life-changing journey for two to New Zealand and/or book a journey at www.airnewzealand.com.