Air New Zealand’s loyalty program platform lifts off via Bastion Shine, dentsu Media

Air New Zealand has launched a brand new platform for its loyalty program Airpoints in collaboration with Bastion Shine and dentsu Media.

The new model platform ‘Don’t Live Pointlessly’ is designed to indicate New Zealanders how they will rework their on a regular basis spend to unlock the ability and pleasure of journey.



The platform will likely be launched with a lead 60-second audio visible and social marketing campaign directed by Adam Stevens and produced by Good Oil.

In the 60 second spot, a retail buyer who questions ‘the point’ of redeeming Airpoints on his buy is met with shock from retail assistants.  The spot takes the viewer throughout the globe, explaining how Airpoints provide you with ‘something to look forward to’, exhibiting the opportunity of holidays and experiences that Airpoints will be redeemed on – from cocktails within the tropics, to large burgers within the Southern states of America.

Andy McLeish, chief technique officer at Bastion Shine stated: “The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base. We wanted to re-ignite emotional connection with the Airpoints programme through its largest benefit – that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

One of the outside executions

Rich Maddocks, chief artistic officer at Bastion Shine added: “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight. The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully we’ve done that.”

The new platform launched as an built-in marketing campaign throughout broadcast, digital, social and OOH on the first of May, with additional marketing campaign exercise set to launch within the coming months, additional showcasing the a number of methods to earn and spend Airpoints.

New Zealand artistic and digital company Shine was acquired by Bastion in November 2021, having since launched Air New Zealand’s Christmas marketing campaign in December.


Client: Air New Zealand
General Manager, Brand & Marketing – Jeremy O’Brien
Senior Manager, Brand & Marketing – Imogen Thornton & Sarah Sangster
Loyalty Brand Manager – Olivia Brown
Airpoints Marketing Executive – Samantha Bogun
Manager, Content Hub – Saini Tuitupou
Photographer – Matthew Collins & Shannah Gibson

Bastion Shine
Chief Creative Officer – Rich Maddocks
Creative Director – Oliver Green
Art Director – Oliver Green, Hamish Cullen
Copywriter – Oliver Green, Zach Hall
Senior Business Director – Sabrina Hemmingsen-Jensen
Business Director – Danny Murphy
Chief Strategy Officer – Andy McLeish
Group Strategy Director – Julie Darlow
Head of Design – Danny Carlsen
Senior Designers – Luke Guilford & Brendan O’Dwyer
Designers – Hannah Christenson, Tim Wightman
Senior Producer – Pip Mayne

dentsu Media
Managing Director, Media – Richard Hale
Agency Director – Courtney Wide
Strategy Director – Amy Green
Group Business Director – Cara Coutts
Business Director – Abel Banda
Senior Digital Manager – Lily McCallum
Digital Manager – Hannah Morgan
Business Manager – Annabel Tietjen
Digital Executive – Erin Craig

Good Oil
Director – Adam Stevens
Producer – Andrew McLean
Managing Partner – George Mackenzie
DOP: Creighton Bone
Editor: Dan Kircher
Costume: Karen Indebitzen-Waller
Production Designer – Bruce Everard

Sound studio: Liquid
Producer – Tamara O’Neill
Creative Director – Pete Van der fluit
Engineer: Craig Matuschka

Blockhead: VXF Animation incl Gorilla
Lead contact: Nigel Mortimer

Social editor: Richard Borg
Retoucher: Cameron Jones

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