In time with the release of Taylor Swift’s most recent video, Out Of the Woods, filmed in New Zealand, Air New Zealand has challenged its fans to write new lyrics for the song—with a safety theme.
— Air New Zealand USA (@AIRNZUSA) January 2, 2016
“We have a blank space we need you to fill, as we’ve got a special Safety Mission for you,” the airline states on its US-Facebook page.
“In honor of T-Swift’s new NZ-filmed music video, we’re keen to get your lyrical talent out of the woods too. The challenge: Taylor Swift’s lyrics are good, but we reckon we could do them…well, safer. Comment with your best T-Swift Safety lyrics below and you and a friend could be jet setting your way to New Zealand AND see Taylor Swift in 2016 back in the States. Best lyrics get the tickets!”
The airline has set aside a special hashtag for the contest #OOTWSafety, but it’s not yet clear whether Taylor Swift is officially onboard for the campaign. We have reached out to Air New Zealand for more information.
In a separate Facebook post, on its New Zealand Facebook Page, Air New Zealand leaves the question open, stating: “No bad blood here, T-Swift, our safety video offer is still open. And, in honour of your NZ-filmed music video, we’re keen to get some lyrical Kiwis out of the woods too.”
This wording would hint at an impromptu campaign. The airline has been clever about well-timed guerrilla marketing campaigns. It recently gave a complementary frequent flyer account membership to the CEO of its rival, Qantas, during his visit to Auckland to announce new service in collaboration with American Airlines.