Case Study: Connecting Airlines, Travelers, and Tourism Operators Through the “Boarding Pass Privilege” Initiative

Background

Air New Zealand has maintained a strong presence in the China market through social media content, localized communication, and community engagement. As outbound travel from China continues to recover, the airline aims to strengthen its connection with Chinese travelers by creating a more integrated online-to-offline experience that supports trip planning and enhances the overall travel journey.

Solution

As Air New Zealand’s digital marketing partner in China, UMS collaborated with the airline to develop and implement the “Boarding Pass Privilege” digital initiative.

The project provides passengers flying from Shanghai to New Zealand with access to exclusive offers across attractions and activities throughout the country. Through a designated campaign website, travelers can enter promo codes to pre-book experiences online or redeem discounts in person after arrival.

UMS worked closely with Air New Zealand and local tourism partners to manage content collection, offer integration, and platform presentation—ensuring a seamless digital experience that connects online engagement with real-world travel activities.

Key Features of the Initiative

Online-to-offline user journey
Travelers can browse curated offers, complete bookings, and redeem discounts using their boarding pass information, enabling a clear and convenient experience.
Improved trip-planning efficiency
The platform consolidates multiple tourism operators into a single digital entry point, helping passengers save time and explore a wider range of New Zealand experiences before and during their trip.
Strengthened industry collaboration
The initiative supports local tourism operators in reaching Chinese travelers more effectively while contributing to Air New Zealand’s broader market engagement strategy.

Impact

By connecting Air New Zealand, travelers, and tourism partners through a unified digital touchpoint, the initiative enhances pre-travel planning, enriches the visitor journey, and enables partners to expand their audience reach more efficiently.