Ruth Atherley's Posts

The New York Times has a good article about an incident involving Boeing. It’s worth a read.

When I began reading the article and saw that Boeing had responded to a small child who had taken the time to send them his ideas for a new plane with a “legalled” up form letter, I was appalled. And even though they have recently jumped on to Twitter, their response to feedback on the microblogging site still seemed old paradigm big business. (We have a process here on top of the mountain!)

However, it turns out that Boeing gets it. They saw an opportunity to connect and to improve their public relations through this incident and they did it. Good for them. And if a large corporation with layers and layers of administration, legal and bureaucracy can step away from their ivory tower long enough to realize that they are dealing with human beings – in this case little human beings – then any organization can too.

What would your organization do if it was called out like this on Twitter? How would you respond?

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There seems to be a trend happening that is quite interesting. It certainly created some engaging discussion at the AHA office. Recently, I had the opportunity to sit beside the VP of Social Media for a large PR firm. I have a passing acquaintance with this woman and we got to talking about the demands of our jobs and how our roles have changed because of social media. She surprised me by saying that at the end of the month, she was turning in her BlackBerry and was going back to a cell phone. One that would be turned off at 6 p.m. and back on at 8 a.m. – just business hours. Keep in mind, this is the VP of social media.

Another friend approached me to ask about Facebook protocol and etiquette. It turns out he took a look at his Facebook “friends” and realized that, for the most part, they were friends of friends or acquaintances that really don’t impact his life very much. He was trying to figure out how to “unfriend” people, going so far as thinking about deleting his page and starting a new secret page just for people that he wants to stay in touch with.

I have another friend who entered the Facebook world cautiously. He doesn’t use his real name on Facebook, he keeps his friends to a small number because the only way you really know he is on Facebook is if he emails you and explains that his “alias” wants to friend you and it’s really him.

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We don’t normally discuss client work here on the blog, but this week has been so incredible, we thought we would share a little about what has been happening at AHA.

Working with our client, Tourism New Zealand (TNZ), we had two high profile projects that certainly had our office hopping this week. Our phones were ringing, emails arriving, and requests were coming in nonstop.

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MTourism NZEDIA RELEASE – April 29, 2010

Follow in Tyra’s Footsteps with $1,198* Flights and Insider Travel Tips to New Zealand

VANCOUVER, B.C. – Fans of the hit series “America’s Next Top Model” can have their own model experience in New Zealand, following the show’s trip to the breathtaking island nation.  Tourism New Zealand and Air New Zealand have announced a special offer for fans who find the backdrop just as stunning as the models featured in three episodes aired April 28, May 5 and May 12 at 8 p.m. ET on /A\.

“I chose New Zealand as a ‘Top Model’ location because it is a place that a lot of Americans, particularly young Americans, think of as a fantasy destination,” said Tyra Banks, the host and series creator.  “I was very impressed to learn that New Zealand is such a fashion forward country. The models and I loved exploring the hip boutiques and cool restaurants.”

“People hear ‘New Zealand’ and they think of great outdoor experiences and beautiful landscapes,” says Tourism New Zealand Chief Executive Kevin Bowler. “’America’s Next Top Model’ will show the stylish side of the world’s youngest country, where local designers like Karen Walker and Zambesi, and events like New Zealand Fashion Week and World of Wearable Art are pushing the boundaries of the industry.”

Air New Zealand offers a $1,198* (CAD) roundtrip airfare from Vancouver to Auckland, New Zealand. Passengers must book by May 5, 2010, for travel July 24 – September 21, 2010.

Fans can view an exclusive video interview with Tyra, as well as the first in a video series of insider travel tips based on shoot locations on the 100% Pure New Zealand Youtube channel.

America’s Next Top Model can be seen in Canada, Wednesdays at 8 p.m. ET on /A\.

*Price per person round trip is for purchase on http://www.airnewzealand.ca/. Price excludes fuel surcharge, government fees and taxes of approximately $360 CAD depending on routing, which encompasses the Passenger Facility Charge of $4.50 and the September 11 Security Fee of $2.50 USD per person per enplanement in the USA to a maximum of $10.00 USD. Taxes are subject to currency fluctuations. Restrictions and conditions apply. Fare is subject to change. Check http://www.airnewzealand.ca/ for complete terms and conditions.

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For information about New Zealand’s extensive vacation options, log onto the 100% Pure New Zealand website at http://www.newzealand.com/.  For other media information, log on to http://www.media.newzealand.com/.  For high-resolution images, visit http://www.images.newzealand.com/.  For year-round travel deals to New Zealand, visit: http://www.newzealand.com/travel/getting-to-around-nz/getting-to-nz/travel-deals/canada/.

Air New Zealand offers more direct flights to the South Pacific than any other airline, including non-stop flights from Vancouver, San Francisco, Los Angeles, and Honolulu to New Zealand, as well as Los Angeles non-stop to the Cook Islands and Samoa. Other popular destinations include Australia, China, Japan and Tonga. Consistently rated among the world’s best international airlines, Air New Zealand was recently named ‘Airline of the Year’ by Air Transport Magazine. Other accolades include “Best Business Class to Australia, New Zealand and South Pacific” for the third straight year by Business Traveler Magazine (USA) “Best Transpacific Airline” at the 26th Airline Industry Awards, and “Best Passenger Service” award by Air Transport World magazine. United Mileage Plus, US Airways Dividend Miles and Air Canada’s Aeroplan members earn and redeem mileage on select flights. Flight and vacation essentials can be booked on AirNewZealand.com or by calling 1-800-663-5494 in Canada. Air New Zealand is a member of the Star Alliance network.

AMERICA’S NEXT TOP MODEL is produced by 10 by 10 Entertainment, in association with Bankable Productions. Tyra Banks is the creator and executive producer along with Ken Mok (“Making the Band”) and Daniel Soiseth (“Hell’s Kitchen”).

Contact Ruth Atherley
AHA Creative Strategies Inc.
For Tourism New Zealand
Ph: (604) 303-1052
E: ruth@ahacreative.com

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