Air New Zealand CEO Rob Fyfe is signing a giant chuckle all the way to the check-in counter.
Now that several media organisations have piled on to ‘report’ the airline’s new marketing campaign as is if was really ‘news’, Fyfe can have his crumby little biscuit and eat it too.
How is it newsworthy that an executive (advised by an agency creative) launches an advert taking aim at a magazine editor for criticising his business? And really, the criticism reads more like the whinging of a woman accustomed to travelling first or business class, most probably at someone else’s expense; suddenly thrust in among the plebs at the back of the plane:
The public can rightly ask: is Air New Zealand on a path to become a mostly budget airline, and will that come at the expense of the quality service, superior food and wine, safety and courtesy that it offers at the high-margin non-budget end of its business?
[Turbulence ahead, The Listener 15 May, 2010]
Superior food and wine? Please, most airline food is totally unpalatable and the drink offerings from the budget bin.
How many people even read Pamela Stirling’s editorials in The Listener anyway? I gave up recently after reading one that was an ugly riff on the “I’m not a racist, but…” theme. You know, Chinese are stealing “our” dairy industry and that sort of thing.
In this debate, New Zealanders must ensure their objections are not simply racism in another guise. Would we have the same reaction if the entrepreneurs were Australians? Well, quite possibly, yes, if the proposal was identical.
[Selling the farm: Should we tell the Chinese to get off the grass?, The Listener, 10 April, 2010]
Who cares what Ms Stirling thinks about anything really.
I bet Rob Fyfe doesn’t give a flying proverbial. Air New Zealand just saw a marketing opportunity; pitched a clever little viral campaign and are now quite happy that it has been legitimised as a news story by TV One and the NZ Herald.
And look at Fyfe in the video, he’s roaring mad (in the insane way).
Let’s just recap some journalism 101 principles here:
News has to have a ‘Who cares’ factor. So really who cares about Air New Zealand having a pretend bust-up with The Listener?
News has to be something of interest to the public. Where’s the public interest in this story; it’s fake news. It’s a media advertising campaign dressed up as a spat between the company and the editor.
There is no public interest here.
News needs to have news values. Conflict’s a good one, so I guess the manufactured conflict (the theme of the Air New Zealand advertising spot) fooled some journos and news editors into thinking they were dealing with a real issue here.
The only thing this whole farce has got going for it is that once again we get to see Rob Fyfe acting badly, showing off and grimacing like a hyena on acid.
Not pretty, not funny, not news.