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During his time in the Chicago office of Unilever, Christopher Luxon helped the consumer goods giant burn its way through "easily half a billion dollars" a year on US advertising and promotion.
His subsequent appointment as the chief executive of Air New Zealand in January 2013 came with a rather more modest budget, but what the flag-carrier lacks in spending power it easily makes up for in zany brand initiatives and out-of-the-box guerrilla campaigns.
"Marketing gets us punching above our weight and gets us being talked about. It positions our brand as something different," Luxon tells Asian Aviation...
