Air Rescue enables Westpac to cover itself with sanctity and Seven to fly a handy program at 8.00pm. And demonstrate how branded content can indeed create a virtuous circle, as long as you are not a traditional producer..
Air Rescue did 794,000 on the preliminary five city figures last Monday night, in a slot which Seven is used to dominating talent shows that clear the one million hurdle like a gazelle on speed. However, that half hour would have cost some hundreds of thousands of dollars to make, and this one came for free.
