Fruitbowl - Fresh Ideas from Hawke's Bay

To coincide with the network infrastructural changes that they are undertaking, Airnet has initiated a number of marketing workstreams. Among these, Airnet has commissioned Tank to evolve and strengthen their brand into something that would offer the company a meaningful point of difference.

Right from the outset, the team at Tank advocated that Airnet should shift from a ‘me-too’ telecommunications brand into one that felt like a genuine challenger brand – a brand with energy and a willingness to take on the incumbents.

The cornerstone to the brand is a new value proposition that taps into the need of businesses and consumers – the need to remove the complexity that can exist in getting a fit-for-purpose telecommunications solution. Add to this their capability for easily-accessible, skilled support, their local sales and service team, and an established reputation for addressing customers issues, and the solution was obvious – Airnet. It’s Sorted!

A proposition of this magnitude hasn’t been entered into lightly, requiring a strong resolve within the company to deliver against this on every front. The company are scaling their customer service capability and introducing some exciting new products and pricing constructs – the first of these being FREE local calling for businesses on their ADSL2+ network. They are also introducing the Airnet Price Promise, offering customers total peace-of-mind concerning pricing competitiveness.

Airnet’s promotional activity will initially be focussed on existing customers and those that are in the vicinity of the telephone exchanges that Airnet are furnishing with their own equipment. As their capability becomes more widely accessible, so too will the scale of their marketing and sales efforts.

Having worked alongside the talented team at Airnet for close to a year, I can talk with some degree of authority that this is one company to watch as an emerging success story on the Hawke’s Bay landscape. These guys are ambitious and very passionate about what they do.

Check out their new visual identity below, and be sure to support a locally-owned and -operated company, one that will be the driving force in a faster and cheaper broadband service for Hawke's Bay businesses and consumers.

Airnet - It's Sorted!