Air New Zealand challenges public to solve mascot murder

Air New Zealand has partnered with Hasbro, the toys and games company, to create an online version of Cluedo, giving people the chance to win either a trip to Los Angeles or a trip to New Zealand.

The game is centred on the murder of Air New Zealand's puppet mascot, Rico, at a party in his mansion based in Los Angeles, and features a bank of celebrity suspects.

The celebrities include: rapper Snoop Dogg; Hugh Heffner's ex-girlfriend, Holly Madison; New Zealand All Black rugby player, Ma'a Nonu; E! News presenter Guliana Rancic; 80s fitness personality Richard Simmons and New Zealand TV and radio presenter Paul Henry.

Jodi Williams, international marketing director, Air New Zealand, said: "Rico’s core purpose over the past year has been to draw global attention to our revolutionary new economy Skycouch and premium economy Spaceseat.

"As a small airline at the bottom of the world we haven't had the budgets to take a traditional marketing approach to gain awareness of these award-winning product innovations.

"Thanks to Rico they have had fantastic exposure in our core international markets and beyond."

Air New Zealand's sometimes controversial mascot Rico was introduced to online media in 2010. Some sort of South American rodent, he featured in a number of videos over 2010 and 2011, promoting key aspects of Air New Zealand's offer, including its 'Skycouch' concept, with a heavy Peruvian accent and a slightly risque sense of humour. That series also included international celebrities, including Lindsay Lohan and David Hasselhoff.

This article was first published on marketingmagazine.co.uk