Famous author George RR Martin was suffering from a famous case of writer’s block. After the conclusion of the TV show, fans were frantic to read his next Game of Thrones book. Problem was, between media obligations, red carpet interviews and constant pressure from fans, Martin was five years overdue, and refused to even give a deadline. So, Air New Zealand created a campaign offering George a free work-cation to New Zealand, using our inspiring country at the bottom of the world to get away from life’s pressures and finish his book. Two days later, George shared the campaign with his millions of fans. He even gave Air New Zealand permission to imprison him in their beautiful homeland if he didn’t have the next book finished by July 2020. The world finally got its release date, and Air New Zealand got the world’s attention.