Ansett New Zealand
Ansett New Zealand was a New Zealand domestic airline established in 1987, later sold and rebranded as Tasman Pacific Airlines and Qantas New Zealand before entering receivership and being liquidated in 2001.
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Overview
Ansett New Zealand was a domestic airline serving the New Zealand market from 1987 until its final liquidation in 2001. It originated from Ansett Transport Industries' effort to expand into New Zealand after the country's aviation market was opened more widely during the 1980s. The venture combined Ansett's Australian aviation experience with New Zealand partners Brierley Investments and Newmans Coach Lines, whose Newmans Air operation provided the initial foundation. The airline operated through Bilmans Management Limited under the Ansett New Zealand brand. Operations began on 25 July 1987 with three Boeing 737-100 aircraft linking Auckland, Wellington and Christchurch. It also used de Havilland Canada Dash 7 aircraft on tourism-oriented services connecting destinations such as Rotorua, Mount Cook and Queenstown. As the airline developed, it replaced its older Boeing 737s with British Aerospace 146 aircraft, marketed as quieter “Whisper Jets,” and replaced the Dash 7 fleet with more efficient Bombardier Dash 8 turboprops. Its network expanded to include cities such as Dunedin and Invercargill. Regional services were also operated by contractors and affiliated operators using aircraft including Embraer Bandeirantes and BAe Jetstream 32s. The company's ownership changed as New Zealand aviation regulation evolved. At launch, Ansett held half of the shares, the maximum permitted foreign ownership at the time, while Brierley Investments and Newmans held the remainder. After the rules were relaxed further, Ansett obtained full ownership in April 1988. Ansett New Zealand became a recognizable consumer brand through a service-oriented marketing approach. Its advertising included a popular early-1990s television commercial in which an airline employee helped a distracted traveler who had accidentally brought his cat to the airport; the advertisement won the 1992 Fair Go Ad Awards public vote. A major structural change came from Air New Zealand's proposed acquisition of half of Ansett Transport Industries in the mid-1990s. Regulatory authorities were concerned that Air New Zealand would gain excessive control over New Zealand aviation if it also acquired Ansett's New Zealand operations. As a condition of the transaction, the Australian Ansett business and Ansett New Zealand were separated. The transaction was completed on 1 October 1996, with Ansett New Zealand transferred to News Corporation. In June 2000, News Corporation sold the airline to Tasman Pacific Airlines, an investor-backed company associated with Alan Gibbs, Cliff Skeggs and R. M. Williams. The business was subsequently rebranded as Qantas New Zealand and operated as a Qantas franchise. This arrangement was short-lived. Qantas ended the franchise in 2001 and repossessed the aircraft supporting the operation. Ansett New Zealand entered receivership in April 2001 and was later liquidated. The brand therefore survives as a historical part of New Zealand's deregulated-airline era rather than as an active carrier.
History
Ansett New Zealand was created during the liberalization of New Zealand's aviation sector in the 1980s. Ansett Transport Industries sought a presence in the New Zealand domestic market and formed a partnership with Brierley Investments and Newmans Coach Lines. Newmans already owned the struggling Newmans Air, which became the basis for a larger operation conducted by Bilmans Management Limited under the Ansett New Zealand name. At formation, Ansett held 50 percent, while Brierley held 27.5 percent and Newmans held 22.5 percent. The ownership structure reflected foreign-investment restrictions then applying to the sector. Further regulatory changes enabled Ansett to acquire the remaining shares in April 1988. The airline started flying on 25 July 1987 with three Boeing 737-100s on the Auckland–Wellington–Christchurch trunk route. Its inherited Dash 7 aircraft served tourism-focused routes involving Auckland, Rotorua, Mount Cook and Queenstown. The fleet and network later evolved as the airline sought more efficient and commercially appropriate aircraft. Older Boeing 737s were replaced by British Aerospace 146 jets, promoted as “Whisper Jets” because of their lower noise profile, while the Dash 7s gave way to Bombardier Dash 8 turboprops. Services expanded to additional South Island destinations including Dunedin and Invercargill. By 2000, the fleet listed for the airline included eight BAe 146s and five Dash 8s, alongside regional equipment operated by contractors or associated operators. Brand-building was an important part of the airline's domestic-market strategy. During the early 1990s, television advertising emphasized attentive customer service. A commercial featuring a traveler who had mistakenly brought his cat, Fluffy, to the airport presented an Ansett employee resolving the problem for him. The advertisement won the public vote at the 1992 Fair Go Ad Awards and became one of the better-known examples of the airline's service positioning. The company's ownership and strategic role changed substantially in the 1990s. Air New Zealand attempted to acquire half of Ansett Transport Industries after an open-skies arrangement that would have permitted Air New Zealand to operate more freely within Australia was withdrawn. Regulators were unwilling to allow Air New Zealand to control both Ansett's Australian operations and the New Zealand domestic carrier. The resulting transaction separated the two Ansett businesses: Air New Zealand acquired the Ansett operation while Ansett New Zealand was transferred to News Corporation. That transaction was completed on 1 October 1996. News Corporation sold the carrier in June 2000 to Tasman Pacific Airlines, an investor-backed business associated with Alan Gibbs, Cliff Skeggs and R. M. Williams. The airline then became a Qantas franchise and adopted the Qantas New Zealand brand. The new structure did not provide a lasting solution. In April 2001 the business entered receivership. Qantas ended the franchise and took back the aircraft, leaving the company unable to continue its scheduled operation. Qantas New Zealand was subsequently liquidated. Ansett New Zealand therefore ended not through a simple brand retirement but through ownership changes, a short-lived rebranding and formal insolvency proceedings.
- 2001
Receivership and liquidation
[1]The Qantas franchise ended, aircraft were repossessed and the company entered receivership before being liquidated.
- 2000
Rebranded as Qantas New Zealand
[1]After its sale to Tasman Pacific Airlines, the carrier operated as a Qantas franchise under the Qantas New Zealand brand.
- 1996
Ownership is transferred to News Corporation
[1]The airline was separated from the Ansett business acquired by Air New Zealand and transferred to News Corporation to address competition concerns.
- 1995
Flight 703 crashes
[1]An Ansett New Zealand Dash 8 crashed near the Tararua Ranges during an approach to Palmerston North, killing four people.
- 1992
Service advertisement wins Fair Go public vote
[1]An Ansett customer-service commercial was selected by public vote as the best advertisement in the 1992 Fair Go Ad Awards.
- 1990
Queenstown runway overrun
[1]A BAe 146-200 ran beyond the runway at Queenstown Airport and sustained only minor damage.
- 1988
Ansett takes full ownership
[1]Relaxed ownership regulations allowed Ansett to acquire the remaining interests in the New Zealand airline.
- 1987
Ansett New Zealand is established and begins flying
[1]The carrier was formed from the Ansett, Brierley Investments and Newmans Coach Lines partnership and began domestic operations on 25 July with Boeing 737 aircraft.
Products and positioning
A full-service domestic New Zealand airline emphasizing network coverage, passenger service and quieter jet operations within the Ansett group.
Passenger airlines · 1987
Domestic scheduled passenger services
The airline's principal offering was scheduled domestic air travel within New Zealand. Its network connected major centers including Auckland, Wellington and Christchurch, with later services extending to Dunedin, Invercargill and other regional destinations. The operation combined jet services on busier routes with turboprop flying for smaller markets and tourism destinations.
Regional aviation · 1987
Tourism and regional air services
Inherited Dash 7 aircraft initially supported tourist-oriented routes involving Rotorua, Mount Cook and Queenstown. These aircraft were later replaced by Bombardier Dash 8s, while regional flying also involved contractor-operated Bandeirante and Jetstream aircraft under associated Ansett services.
Air freight
Air freight capability
The fleet included a BAe 146 quick-change aircraft that could be configured for freighter operations. This indicates a limited freight capability within an otherwise passenger-focused domestic airline, rather than a separate large-scale cargo network.
Marketing campaigns
- 1992Fluffy customer-service advertisement
New Zealand
An early-1990s television commercial portrayed an Ansett gate agent helping a businessman who had inadvertently brought his cat, Fluffy, to the airport. The story highlighted practical, personal assistance rather than fares or aircraft and reinforced Ansett New Zealand's customer-service positioning.
Outcome. The advertisement won the public vote for the best commercial at the 1992 Fair Go Ad Awards.
Brand decisions
2001
Receivership and liquidationOtherBackground
The Qantas New Zealand franchise was unable to continue as a going concern.
Action taken
The company entered receivership, Qantas ended the franchise and took back the aircraft, and the business was later liquidated.
Aftermath
Ansett New Zealand ceased to exist as an operating airline and the Qantas New Zealand brand disappeared from the domestic market.
2000
Sale to Tasman Pacific Airlines and Qantas franchiseM&ABackground
News Corporation sold the New Zealand airline after it had been separated from the Ansett operation acquired by Air New Zealand.
Action taken
Tasman Pacific Airlines acquired the business, which soon adopted the Qantas New Zealand identity and operated under a Qantas franchise.
Aftermath
The rebranded operation lasted only briefly before entering receivership in 2001; Qantas terminated the franchise and repossessed aircraft.
1996
Ansett New Zealand is separated from the Air New Zealand transactionM&ABackground
Air New Zealand's proposed acquisition of part of Ansett Transport Industries raised competition concerns because combined control could have concentrated both Australian and New Zealand airline operations.
Action taken
The New Zealand subsidiary was separated from the Ansett business acquired by Air New Zealand and transferred to News Corporation.
Aftermath
Ansett New Zealand continued under separate ownership, although its strategic connection to the wider Ansett network was weakened.
1988
Ansett moves to full ownershipStrategyBackground
The airline was initially structured with Ansett owning the maximum foreign shareholding permitted under New Zealand rules, alongside Brierley Investments and Newmans Coach Lines.
Action taken
After ownership restrictions were relaxed, Ansett acquired the remaining interests and became the sole owner.
Aftermath
The change gave Ansett direct control over the New Zealand carrier and its domestic expansion.
Sources1 sources
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