Air NZ Launches ‘Competitive Assault'The national carrier has moved to ensure it can fill the seats on its new domestic Airbus A320s, which can carry 30% more pax than on the B737s they are replacing. In an internal memo Bruce Parton, Group GM Australasia Airline, last week told staff “today we launch a new competitive assault on the domestic market ensuring we fill those seats and continue to grow market share against Jetstar. “Our promise to customers is that we'll sell more cheap domestic seats than anyone else, with the distinctive green grabaseat brand now representing all domestic fares sold under $100. “To launch the campaign we're back on television, with a lot of help from 120 Air New Zealanders who offered to be in the ad…” “The marketing campaign is extensive to ensure everyone knows we sell the most fares under $100 so you'll also see ads in the paper, at the airport and in flight on promo cards and IFE over the coming days and weeks. “This new fare structure is part of our long term strategy to ensure we continue to compete aggressively with Jetstar in the New Zealand domestic leisure market. By keeping the screws on them we will continue to defend our position in the business market and higher end leisure market, while providing us with the tools to fight aggressively for the lower-end, more price sensitive leisure market. “We've drawn a line in the sand that we'll always have more than 80% of the domestic market, leaving Jetstar to play at the low end on the margins. And don't worry, this does not spell the end of grabaseat as we know and love it. The www.grabaseat.co.nz website continues to be the best place to find those ludicrously low fares and smoking hot deals.”
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