Air New Zealand wanted a closer relationship with its customers. This required a re-think from the foundations up on data, platforms, processes, and content. After a review of who its customers are, how they interact with the airline, and how they want to be communicated with, Air New Zealand undertook a program rededicated to delivering best-in-class customer communications with a more personalized, always- on customer experience. The foundation of this effort was deploying Acoustic Campaign.