Feature: Premium Economy


Are we sitting COMFORTABLY?


The so-called 'fourth cabin' has proved a valuable option for cash-strapped buyers in chastened times, but is premium economy here for the long haul, asks Colin Ellson


ANY publicity is good publicity, they say, so the controversy surrounding Air New Zealand’s latest advertising campaign should do the Kiwi carrier a power of good. Launched to promote its new premium economy cabin on Boeing 777-300s, to be introduced on routes including London Heathrow-Los Angeles-Auckland this April, the campaign features a globe-trotting puppet named Rico. Already as well-known as the All


Blacks rugby team, he is equally vociferous, providing a haka of comment on extras including touch-screen entertainment, a drinks and snacks service between meals, a premium menu with top notch wines, and cooked breakfast. Described by airline ceo Rob Fyfe as a mix of


sloth and racoon, the creature has become both a figure of hate and a lovable icon. On the one hand, its salacious language has outraged many in a country noted for its strict moral code, and


on the other, the broad-minded have flocked to Rico’s defence to form a firm and growing fan base on his Facebook page. Make no mistake, behind all the fun and games,


Air New Zealand’s intent is deadly serious. It is strictly about attracting the frequent traveller and staking its claim in an increasingly important market segment, which is turning the economy versus business class travel debate on its head. Not that premium economy is a new concept.


64 I THE BUSINESS TRAVEL MAGAZINE 18 I THE BUSINESS TRAVEL MAGAZINE


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