Tourism NZ and Air NZ Mark Soap Star’s Exit With Billboard and Flight Sale

When Irene left Summer Bay, Air New Zealand booked her a seat to somewhere real.

Lynne McGranger is closing the chapter on her decades-long role as Irene Roberts on "Home and Away."

Tourism New Zealand saw the moment as a chance to give her a proper send-off.

Together with Air New Zealand and agency Special PR, Tourism NZ built a full holiday experience to celebrate her run.

Mobile billboards were placed around Sydney’s Palm Beach, known on the show as Summer Bay, with copy that read:

"Irene, you’ve been home for 30 years, now try away."

McGranger played Irene Roberts for nearly 33 years, making her the longest-running female character in Australian soap history.

Known for tackling tough storylines, Irene’s final arc saw her leave Summer Bay to travel the world after being diagnosed with Alzheimer’s, according to RadioTimes.

Tourism New Zealand CEO René de Monchy framed the offer as a tribute and a timely travel opportunity:

“There’s no better time for retirees to visit than Spring; the waterfalls in Milford Sound are likely to be in full display, you can spot humpback whales off the coast of Kaikōura, and temperatures are just right to tackle some of our easier nature walks.”

Kathryn O’Brien, General Manager at Air New Zealand Australia, emphasized the brand’s gesture as both personal and inclusive:

"After 30 years at home, you need some time away. 

We’re thrilled to host you and a guest on a trans-Tasman adventure; and because you’ve been such an icon we’re sharing the love with all of Australia thanks to our three-day sale.”

The campaign connects entertainment with travel marketing, using McGranger’s retirement as a timely and culturally familiar touchpoint.

Flight Deals and Familiar Faces

To attract more Australians, Air New Zealand also launched a three-day fare sale.

One-way tickets start at AU$259.

Routes include Sydney to Wellington, Melbourne to Auckland, and Brisbane to Christchurch.

The trip includes a stay at Auckland’s Hotel Britomart and stops in Milford Sound and Kaikōura, where spring brings out the best views and marine life.

It’s the kind of itinerary that reflects the steady return of international interest in New Zealand.

Australia remains New Zealand’s top international visitor market, making up 44% of all overseas arrivals.

From May 2024 to May 2025, New Zealand welcomed 3.37 million international visitors, an increase of 167,000 from the previous year, according to Stats NZ.

Air New Zealand closed the year with NZ$6.76 billion in revenue, about the same as the previous year.

This shows how demand comes with new pressures.

But it also offers real chances to connect with travelers through well-timed moves like this one.

Creative & Campaign Takeaways for Agencies

Tourism campaigns tied to popular culture can create more stopping power when they meet audiences where their attention already is.

• Personal milestones offer a chance to speak to the public without a traditional ad push.
• Culturally relevant billboards can spark conversation without heavy production.
• Discounted or low pricing tied to newsworthy events makes the campaign tangible and bookable.

It shows that timing, tone, and a light touch can carry more weight than a full-scale media buy when the story is already writing itself.

Our Take: Can a Character Farewell Drive Tourism?

I didn’t expect this to feel so timely, but it lands exactly where it should.

The billboard is clever without being too self-aware, and the flight sale gives the public an easy way to join the moment.

It feels like the campaign understands its audience and doesn’t overthink the connection.

Many travel brands try to force celebrity tie-ins, but this one kept it simple and sincere.

What stands out is how the idea grew naturally from a cultural moment into something anyone could be part of.

It's what makes it feel earned rather than engineered.

For another example of travel marketing that taps into timing and public sentiment, see how Agoda turned its birthday into a booking surge.