Ansett NZ full page newspaper ads 1987

For just over a month in June-July 1987, Ansett New Zealand took out full page advertisements in The Evening Post and The Dominion following its launch of services. It highlighted the key points of difference in its service compared to Air New Zealand. The themes were:

• Purpose built new terminals at Auckland, Wellington and Christchurch
• Ansett Golden Wing club and lounges
• Breakfast for passengers in all classes
• Swift baggage delivery for collection
• Few queues for check-in
• Discount fares for off peak travel.

The construction of new terminals was critical to Ansett's success as it included airbridges, carpet (bear in mind Wellington's old domestic terminal didn't have this only months before) and was laid out for operations in the late 1980s.  Besides Wellington's antiquated terminal, Auckland's was dated from the 1960s, and so having a more pleasant, modern, clean, warm and weather-tight terminal was critical to differentiating Ansett from Air NZ.

Golden Wing club was a revolutionary change for domestic air travel in New Zealand, which of course spurred Air New Zealand to launch the Koru Club.  At the time Golden Wing was membership based, although First Class passengers could access lounges.  This was not an age of frequent flyer programmes, you either belonged to Golden Wing, flew First Class or were guested into the lounge by a Member with a Guest Pass.

At the time, membership was with a $50 joining fee and $150 per annum (with $90 for spouse membership as well). That's $520 in 2024 prices. This compare to $834 today for a year of Koru Club membership.  Of course there were only three New Zealand domestic lounges, but membership did provide access to Ansett Australia Golden Wing lounges at Sydney, Melbourne, Brisbane, Perth, Adelaide, Canberra and the Gold Coast.  It also offered access to 76 lounges with British Airways, American Airlines and Cathay Pacific (curiously all airlines that formed OneWorld alliance some years later, which Qantas also joined, after merging with Ansett's main competitor in Australia - TAA/Australian Airlines).

 There was also "lifetime" membership for $1500 ($3905 in 2024 prices), which of course lost value in 2001 when the airline shut down.

34 advantages of Golden Wing were listed, they are highlighted on the images below. Notable is a complementary bar service after 4pm. This is fairly revolutionary as there was no on-board alcohol service allowed on domestic flights until some years later when the law was changed to enable licensing of domestic aircraft for alcohol consumption.

Hot meals at meal times (in economy class as well as first class) was a key product differentiator for Ansett New Zealand, with the idea that hurried business travellers could get breakfast on the flight being seen as an attraction. Air New Zealand responded with cold meals, so Ansett was keen to make the point that hot food was available (although of course Golden Wing lounges also would offer "refreshments"). 

Slow baggage retrieval was a regular concern of frequent flyers, so Ansett NZ sold the benefits of quick checked baggage delivery (facilitated by terminals designed for more efficient baggage handling). 

In the late 1980s, check in for flights was still a manual arrangement (few had mobile phones, and they were all analogue "phones" only, and the internet was a curious arrangement between universities), so checking in being swift was important.  Ansett sold the idea that its check-in procedures were quicker and it had more staff tending check-in desks (not noted was check-in being able to be carried out at Golden Wing lounges as well).

Finally, Ansett New Zealand was conscious of being seen as the "premium" domestic airline looking like it was more expensive than the competition. This ad promoted Good Buy fares which were at a 55% discount, so easily rivalling Air New Zealand at off-peak times. As can be seen it saw airfares of $74.70 between Wellington and Auckland, and $99 between Auckland and Christchurch (note inclusion of the Rotorua and Queenstown routes, operated by the former Newmans Air fleet).  These prices equate to around $194 and $257 today (2024).