Air New Zealand to hold L.A. casting call for Cranial Billboards to advertise life-changing JOURNEYS DOWN UNDER
WHO: Air New Zealand invites Southern California residents to be considered for a 10-day gig as one of its 30 cranial billboards.
WHAT: 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 cranial billboard winner 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.
WHEN: Sunday, Oct. 26, 2008 from Noon – 3:00 p.m.
*Applications will be accepted from noon – 1 p.m. Winners will be selected, shaved and tattooed beginning at 1 p.m.
*Reapplication of the tattoo will be on Thursday, October 30 from noon – 1 p.m. or 5 – 6 p.m.
WHERE: Greenway Melrose Trading Post
Located in the parking lot at Fairfax High School
(Corner of Melrose and Fairfax)
7850 Melrose Avenue
Los Angeles, CA 90036
Reapplication of the tattoo will be at Air New Zealand, located at 1960 E Grand Ave, El Segundo, CA 90245.
WHY: 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 airnewzealand.com
ADMISSION: Free to media and casting call applicants. Applicants must be willing to shave their head and receive a temporary tattoo if selected. There is a $2 entrance fee to the Greenway Melrose Trading Post for others.
Contact: Katie Peterson
CRT/tanaka Office: (310) 659-5380 Cell: (607) 351-4345