The Omaka Aviation Heritage Centre has been described internationally as the world’s best First World War aviation museum. To highlight how authentic Omaka is, we created a low-budget campaign that was itself an authentic First World War experience. And in this era of new technologies and new media, our solution was low-tech: we sent our message out using carrier pigeons. To achieve this we employed the Wellington Racing Pigeon Association and 289 prized racing pigeons to transport a billboard from one side of New Zealand to the other. The billboard was built message by message and created a national news event.
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