On
the 17th of September 2003 Australian airline Virgin Blue’s Chief Executive Brett
Godfrey arrived in Christchurch in “a bright red jet” to announce the launch of
a new international division, Pacific Blue Airlines. Pacific Blue Airlines
(Australia) Pty Ltd was (a wholly owned subsidiary of Virgin Blue Holdings Pty
Ltd) which was to be based in Christchurch.
There
were a number of reasons Christchurch was chosen as the new airline’s base. The
new airline was promised a $1 million per annum marketing campaign provided by local
interests provided the visitor numbers grew. The airport company gave the new
airline good terms and Air New Zealand’s maintenance facility was another
important drawcard. Finally, a New Zealand based operator operating under local
aviation regulations meant the less cabin crew and salary costs compared with
an Australian-based airline.
The
new low fare carrier was to be Christchurch-based and aimed to commence daily
services between Christchurch and Brisbane on the 1st of February 2004. It also
had plans to expand trans-Tasman services as well offering domestic services
within New Zealand. Brett Godfrey announced that Pacific Blue would launch its maiden service with a fleet
of bright red, brand new Boeing 737-800 aircraft, emblazoned with
flypacificblue.com on their side. The aircraft are fresh from the Boeing
factory in Seattle and will carry the most modern technology in the South
Pacific as well as 180 leather seats pitched to 31” or more. When introducing
the new name Mr Godfrey joked, “In order to get overseas we had to sacrifice
the Virgin. But we haven’t given up a thing when it comes to our tradition of
great service, modern aircraft and everyday low fares. This is a proud brand
that we hope to fly throughout the Pacific region.”
Before
Pacific Blue’s first flight had got airborne, it announced further new
services, from Christchurch to Melbourne from the 4th of March and daily direct
flights between both Christchurch and Wellington to Sydney from the 10th of
March 2004. Pacific Blue CEO Tony Marks said, “While there may be plenty of trans-Tasman
competition to Auckland, until now Wellington has been largely overlooked and
trapped in an airline duopoly.”
Ahead
of the start of the scheduled services Boeing 737-8FE VH-VOO arrived in
Christchurch on the 13th of January 2004 and was registered as ZK-PBA on the
23rd. Scheduled services commenced on the 29th of January 2004 when Boeing
737-800, ZK-PBA, Bonnie Blue, operated
flight DJ7 from Christchurch to Brisbane and the return flight DJ8.
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| Pacific Blue's first Boeing 737-800 ZK-PBA at Auckland on 25 November 2009 |
A
second Boeing 737, ZK-PBC, Missy
Mainlander, arrived in Christchurch on the 28th of February 2004 entering
service on the 10th of March. Flights from Christchurch to Melbourne commenced
on the 4th of March and to Sydney on the 10th of March. On the same day
services began between Sydney and Wellington. At the launch of the new Sydney
services, Pacific Blue’s CEO Tony Marks said, “We are confident the expansion of Pacific Blue services will get more
people travelling between the two countries, and this can only be good for
everyone. We are certainly giving the other carriers a bit of a run for their
money. David Huttner, who was the head of Virgin Blue Strategy and
Communications said “Until now, only
Auckland had real competition instead of a cosy duopoly. Since Pacific Blue
announced its intentions we’ve seen Qantas increase capacity on Christchurch
and Air New Zealand increase capacity on Wellington. Pacific Blue is proud of
its role as a catalyst in ensuring that these two key cities are finally
benefiting from high quality, low fare services across the Tasman.”
 |
| Pacific Blue's Boeing 737-800 ZK-PBJ arrives into Christchurch on 7 May 2004 |
In
August 2004 another Boeing 737-800, ZK-PBD, Pacific
Pearl, was added to the fleet. It was used for the first time on the 19th of
August carrying passengers from Christchurch to Wellington from a weather
disruption the previous evening. It entered full service on the 6th of
September.
 |
| ZK-PBD at Auckland on 25 July 2010 |
In
September 2004 Pacific Blue ventured further out into the Pacific. On the 9th
of September thrice weekly flights commenced from Brisbane to Nadi with ZK-PBC
doing the honours for the first flights, and the following day from thrice
weekly flights commenced between Melbourne and Nadi. On the 20th of September
weekly flights began from Melbourne to Port Vila, Vanuatu, and from Brisbane to
Port Vila the following day. These international flights were offered by
Pacific Blue Airlines (Australia) Pty Ltd and operated by Pacific Blue Airlines
(NZ) Ltd which were wholly owned subsidiaries of Virgin Blue Holdings Ltd.
A
twice weekly service began Christchurch and the Gold Coast began on the 2nd of November
2004. The airline identified the need for direct flights from the Gold Coast to
Christchurch due to the large number of people flying between Brisbane and Christchurch
then driving to and from the Gold Coast. Twice weekly flights were also
introduced between Wellington and Brisbane in early November 2004. The first
flight from Brisbane to Wellington was operated on the 1st and the first
Wellington to Brisbane service was operated on the 2nd.
Another
Boeing 737-800, ZK-PBB, Whitney Sundays,
was added to the fleet on the 5th of February 2005. A week later Boeing 737-8BK
ZK-PBC was withdrawn from service on the 13th and it went back to Virgin Blue
as VH-VOX. VH-VOX retained its Pacific Blue titles and over the following years
would it would regularly appear back in New Zealand skies operating Pacific
Blue services.
 |
| ZK-PBB lined up for departure on Runway 02 at Christchurch on 9 May 2005 |
 |
| The re-registered ZK-PBC as VH-VOX at Auckland on 15 June 2010 |
Pacific
Blue’s first cut back came on the 1st of April 2005 when its five times a week
service between Wellington to Sydney was axed. Another retrenchment followed from
the 10th of May with flights between Melbourne and Port Vila being cut.
Auckland
was added to the Pacific Blue network on in May 2005 with flights being offered
to and from Brisbane and the Gold Coast. The first flight from Brisbane was
operated on the 12th of May with the first flight to Brisbane operating the
following day. The first flights to and from Coolangata were operated on the
14th of May. Pacific Blue CEO, Tony Marks said, “Tomorrow’s flight will be
another great milestone in our relatively short history. We’ve had our eye on
Auckland as a Pacific Blue destination for some time and it’s an exciting
market for us. We may be a small player in the trans-Tasman market but we are
enthusiastic about taking on the big guns in their own backyard and giving
Pacific Blue travellers another route option.” Boeing 737-800 ZK-PBD operated
the first Auckland services. By this stage the international flights to and
from New Zealand were operated by Pacific Blue Airlines (NZ) Ltd while international
flights to Fiji, Vanuatu and the Cook Islands were offered by Pacific Blue
Airlines (Aust) Pty Ltd and operated by Pacific Blue Airlines (NZ) Ltd.
Pacific Blue - the airline that promoted happy flying!
Rarotonga
in the Cook Islands was added to the Pacific Blue network on the 19th of May
when the airline started a weekly service from Sydney to Rarotonga via
Christchurch. Virgin Blue Chief Executive Brett Godfrey said the launch of
flights to the Cook Islands was a further step in spreading the carrier’s
service through the Pacific. “The Cook Islands is a magnificent destination and
we look forward to helping the Cooks benefit from the increased competition
that a new carrier brings after being an aviation monopoly for far too long.” The
inaugural flight departed Sydney on the 19th of May, stopped in Christchurch
and then flew on to Rarotonga arriving on the 18th having crossed the
international date line.
On
the 27th of June 2005 Pacific Blue began a route between Sydney and Nadi, Fiji.
Then, in late 2005 Pacific Blue added Tonga as its next Pacific destination.
Thrice weekly flights from Auckland to Tonga’s Fua’amotu airport and twice
weekly flights from Sydney commenced on the 31st of October 2005. Pacific Blue
CEO, Tony Marks said, “We are really looking forward to expanding our network
to include Tonga. On Monday, Pacific Blue will be the first airline to make
Tonga an affordable destination. While we are the first low cost carrier to
this market, the effect Pacific Blue have had on prices is already evident,
with our competition rushing to copy our lead. That’s the kind of impact
Pacific Blue has on a market.”
Also on the 31st of October 2005. Virgin Blue launched
a new joint venture airline, “Polynesian Blue.” Polynesian Blue was a
partnership between Virgin Blue and the Samoan Government. A thrice weekly
service was offered between Sydney and Apia with four flights a week between
Auckland and Apia. Polynesian Blue also used a Boeing 737-800, ZK-PBF, Tapu’itea. The inaugural flight was also
the unveiling of the Polynesian Blue livery – “a trademark red aircraft body
with a palm tree on the tail, a Samoan maiden painting and the name Polynesian
Blue proudly emblazoned on its fuselage.” Brett Godfrey, Virgin Blue’s CEO, said,
“This is the third airline we have
launched in the past five years and we are confident Polynesian Blue will be
successful in luring more travellers to experience unspoilt Samoa. We are
delighted to have the opportunity to join the Government of Samoa in Polynesian
Blue and we look forward to contributing to Samoa's tourism effort."
Polynesian Blue flights will be operated by Pacific Blue Airlines, ensuring the
services are run efficiently and economically, in line with the low cost carrier
strategy and cost base. The Polynesian Blue Boeing was also regularly used
to operate Pacific Blue other flights.
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| The Polynesian Blue Boeing 737-800 ZK-PBF at Auckland on 5 August 2008 |
On
the 1st of November 2005 Pacific Blue started twice-weekly flights between
Auckland and Rarotonga.
On
the 23rd of August 2007 Virgin Blue Airlines and subsidiary Pacific Blue
announced major plans for its own domestic services in New Zealand with $39 launch
fares on sale for the new service was to commence on the 15th of November. The
company’s start up plans were for New Zealand’s key trunk routes, namely 5
daily flights between Auckland and Wellington, twice daily flights between
Auckland and Christchurch and three daily flights between Wellington and Christchurch.
Virgin Blue Group of Airlines Chief
Executive, Brett Godfrey, said, “The decision was not taken lightly as it is a
major investment and a long term commitment to keeping the “air fair” in New
Zealand. The time is right to bring some much needed competition to the
existing duopolistic market and we are excited to be opening up new travel
opportunities for both the people of New Zealand as well as inbound tourists.”
Virgin Group Chairman, Sir Richard Branson said, "I am absolutely
delighted to announce that Pacific Blue will soon be shaking up the New Zealand
domestic market and bringing its unmistakable fun, flair and affordability to
travel within New Zealand. I enjoyed a wonderful trip to New Zealand earlier
this year, where I saw first hand the great enthusiasm and support for Pacific
Blue. I am thrilled that we can further enhance our commitment to the local
market with the launch of our domestic operations. We look forward to Pacific
Blue spreading its wings and bringing long term domestic bliss, perhaps not for
the competition, but certainly for locals and visitors travelling within New
Zealand."
Two
further Boeing 737-800s were added to the fleet to facilitate the domestic
operation, ZK-PBG, Bewitching Broome, and ZK-PBJ, Billie Blue. Both aircraft entered service on the 8th of
November.
Pacific
Blue’s domestic services started on the 12th of November 2007. ZK-PBG operated
the first service from Auckland to Wellington at 7am, while ZK-PBJ started with
a Christchurch to Wellington service leaving 15 minutes later.
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| The two Boeing 737-800s that were acquired for the domestic services... above ZK-PBG and below ZK-PBJ at Wellington on 16 November 2007 |
The Aviation Historical Society journal Aerolog gave an outline of what the two domestic service Boeings operated each weekday.
Auckland-Wellington-Christchurch
Christchurch-Auckland
Auckland-Wellington-Christchurch
Christchurch-Auckland
Auckland-Wellington
Wellington-Auckland
Auckland-Wellington-Christchurch
Christchurch-Wellington-Auckland
Auckland-Christchurch
Christchurch-Wellington-Auckland
Auckland-Wellington
Wellington-Auckland
Auckland-Christchurch
Christchurch-Wellington-Auckland
Dunedin
was added to Pacific Blue’s domestic network on the 1st of July 2008. A daily
return service was operated between Christchurch and Dunedin with Auckland and
Wellington connections made at Christchurch. The first flight , which was
operated by ZK-PBB, was met by a tartan-themed celebration at Dunedin
International Airport featuring bagpipes, highland dancers, a 35-strong school
kapa haka group, and guests from the Dunedin business and tourism communities.
The aircraft even become an honorary Dunedin “scarfie” for a few moments after
it landed when a specially made 15-metre blue-and-gold Otago scarf was tied
under its fuselage.
In
July 2008 Pacific Blue introduced a new
domestic baggage charge of $8 for 23kg. In a media statement Air New Zealand
alleged that Pacific Blue’s new domestic baggage charge of $8 for 23kg would
make it more expensive for travellers to fly. Pacific Blue rejected this,
labelling Air New Zealand media release as the work of a “Perennial Pinocchio” once again trying to pull the wool over
consumers' eyes by claiming it offers value for money when the exact opposite
is true. "Really they should stop wasting their time on PR spin, smoke and
mirrors and put some effort into fair competition, rather than a poor attempt
to mislead air travellers," Pacific Blue General Manager, Commercial,
Adrian Hamilton-Manns said. “What a load of rubbish, a simple price comparison
between us dispels this claim. For example, Pacific Blue is offering fares on
its midday Auckland-Wellington service tomorrow for $65.95 one way. Air New
Zealand is charging $348 for a flight that is departing at the same time. You'd
have to carry a helluva lot of baggage to be worse off than paying Air New
Zealand's fare! With Air New Zealand you can pay $348 to get from Auckland to
Wellington or with us you can pay $65.95. With our new charge then the price
would be $73.95 if you had 23 kg of baggage. Does Air NZ really think Kiwis
can’t see who is really ripping off customers?” asks Mr Hamilton-Manns. “Before
Pacific Blue brought competition to the market the joke was that Air New
Zealand’s slogan was not “Amazing journeys. Every day.” but “Amazingly
expensive journeys. Every day.” said Mr Hamilton-Manns. They really don’t seem
to like competing with a true low-fare carrier.” “This is yet another move from
the established bully boy to try and harm us. Well, it won’t work.”
Three more Boeing 737-800s entered the fleet in 2008. ZK-PBK, Maiden New Zealand, entered service on the 9th of August 2008. The following month ZK-PBL, Canterbury Belle, entered service on the 2nd of September 2008. ZK-PBL was only in service for some 7 months before being transferred to Virgin Blue as VH-VUQ but it returned to the Pacific Blue fleet as ZK-PBL in March 2010. The third, ZK-PBM, Kiwi Ana, entered service in October 2008.
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| Pacific Blue's ZK-PBK arriving on Runway 29 on Christchurch on 6 July 2013 |
Daily
Auckland to Melbourne flights were introduced on the 22nd of September 2008 and
nine flight a week were added between Auckland a Sydney from the 14th of
October 2008. Moving beyond the Tasman routes, Pacific Blue (Australia)
commenced operating three new routes, a twice weekly Sydney-Port Vila route on
the 16th of October 2008, a four times a week service between Brisbane and Port
Moresby, Papua and New Guinea on the 3rd of November 2008 and a twice weekly
service between Brisbane and Honiara in the Solomon Islands on the 2nd of
December 2008.
2009
say the development of the New Zealand market. On the 3rd of June 2009 Pacific
Blue announced it would reintroduce international flights to Hamilton. At the
media launch in Hamilton the airline announced it will be offering six direct
flights from Hamilton to Australia each week – three flights to Sydney and
three to Brisbane. The new services were launched at a special function at
Hamilton Airport that featured Pacific Blue crew in Waikato rugby jerseys,
airport staff in red t-shirts, and the clanging of cowbells. Virgin Blue Group
CEO Brett Godfrey said although times were tough the airline was always on the
lookout to enter new markets where the business case stacked up. “Our strategy
is always to look for markets that are under-served. As Hamilton currently has
no international services in place, it was an obvious opportunity for us,” he
said. “The region has a track record of supporting low-fare airlines and we
look forward to welcoming the people from Waikato, Bay of Plenty and further
afield on board when Pacific Blue flights begin in September.” On the 31st of
August a Boeing 737 positioned to Hamilton from Auckland with a low-level fly
over of Tauranga and Hamilton before landing at Hamilton Airport to a water
arch welcome. The first service from Hamilton to Sydney was operated the
following day on the 1st of September 2009. The Hamilton to Brisbane service
began later in the week on the 5th of September.
Pacific
Blue reintroduced Wellington to Sydney services in September 2009 with
a thrice weekly service being offered. The service had previously been operated between March 2004 and was axed on the 1st of April 2005.
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| ZK-PBL after returning back to the New Zealand register on approach at Auckland on 1 April 2014 |
Queenstown
was added to the domestic and international network in September 2009. On the
5th of September twice weekly flights were introduced between Queenstown and
Sydney. A Pacific Blue media release said, A
perfect blue sky and water cannon arc from emergency services greeted Pacific
Blue's inaugural international flight into Queenstown on Saturday. The flight
from Sydney landed 10 minutes ahead of schedule, to the delight of the 168
passengers. Pacific Blue ground operations support manager Dave Bargh said the
airline was happy to be able to offer affordable flights into Queenstown, an
option lacking for some time. On the 19th of September 2009
Pacific Blue introduced a twice weekly domestic service from Auckland and
Queenstown.
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| Pacific Blue Boeing 737-800 ZK-PBJ arrives at Queenstown on 20 November 2010 |
A thrice-weekly new route from Dunedin to Brisbane was introduced from 10th of September. The inaugural flight from Brisbane, which was almost full, was called a "penguin party in the sky", with passengers given the chance to win tourism packages in Dunedin, as well as a jaffa roll and auction, the proceeds of which went to the Yellow-eyed Penguin Trust. The return flight to Brisbane was full.
At
the announcement of these new services Virgin
Blue Group CEO, Brett Godfrey, said the new flights would make air travel more
affordable for more New Zealanders. “Travellers in regional New Zealand have
made it clear that they want the same easy access to low fares that the three
main centres enjoy and our announcements today go a long way to achieving
that,” he said. “When the new services start Pacific Blue will have
international flights from six New Zealand airports – Auckland, Hamilton,
Wellington, Christchurch, Dunedin and Queenstown – which is more than any other
airline.” Pacific Blue would be the first low-fare airline to fly
internationally into Queenstown, which to date had been served only by
full-service carriers.
On
the domestic front Pacific Blue faced new competition when Qantas subsidiary
Jetstar replaced Qantas’ domestic operation on the 10th of June 2009. In
response Pacific Blue said it would expand its domestic network, including allocating
a third 179-seat Boeing 737-800 for domestic operations. Flights between
Wellington and Christchurch were reduced and the Christchurch-Dunedin service
was replaced by a direct Auckland-Dunedin service.
Cairns
was the next new destination for Pacific Blue with twice weekly flights being
introduced between Auckland and Cairns on the 23rd of March 2010. These flights
were aimed at travellers heading to the tropics but the company also introduced
twice weekly seasonal flights for skiers between Brisbane and Queenstown from
the 25th of June 2010. These operated through to the 12th of September.
The
winter schedule saw the addition of a third weekly flight between both Dunedin
and Hamilton to Brisbane but also the cutting of the Hamilton to Sydney service
on the 30th of July 2010. CEO Mark Pitt said "Both Dunedin and Hamilton
markets have shown good support for our direct services to Brisbane and as a
result we're adding an extra weekly flight from both cities. While the support
for Hamilton-Sydney has also been positive during periods such as school
holidays, we have made the decision to focus on a route from Hamilton that is
in stronger demand and allows us to provide more frequent services. We will
continue to work with Hamilton Airport on new connections and potential
seasonal flights."
Meanwhile
the competition from Air New Zealand and Jetstar proved too much for Pacific
Blue’s domestic service. On the 16th of August 2010 the Virgin Blue airlines
group announced it was pulling Pacific
Blue out of an underperforming New Zealand domestic market, to strengthen its
trans-Tasman, Pacific and Asian networks. The decision to pull out of the
domestic market came after the airline lost millions of dollars in the New
Zealand market. Virgin Blue's chief executive, John Borghetti, said there was
no end in sight to Pacific Blue losing money in New Zealand because three
airlines were competing for travellers in a country of just four million
people. Mr Borghetti declined to reveal the accumulated losses from its New
Zealand-based operations but said they had been in the tens of millions of
dollars since it began there about three years ago. "The prospects of it
turning a profit are not good so there really is no point continuing."
Pacific Blue Airlines final domestic
operations operated on the 17 October 2010. The final domestic services, flight DJ3046 from Auckland to Wellington and the return flight to Auckland, DJ3055, were operated by Boeing 737-800 ZK-PBA.
Speaking
on the demise of the domestic operation Pacific Blue said the New
Zealand-dedicated aircraft would be shifted to international routes. Despite
the domestic shutdown, Pacific Blue said it was committed to a Christchurch
base, and would employ up to 100 extra staff in New Zealand. At that stage the
airline employed 450 staff. CEO Mark Pitt said the new staff would be split
between Christchurch and Auckland. He said the airline's 200 Christchurch-based
cabin crew and pilots would remain, as would about 60 to 70 head office staff
overseeing international flights.
On
the 16th of October 2010 the Virgin Blue Group of Airlines Chief Executive
Officer John Borghetti announced the first phase of the Group's network review
aimed at delivering increased competition and capturing growth opportunities. Mr Borghetti said: "As we enter a new
era for Virgin Blue it is vital that we have the right aircraft on the right
routes if we are to fully exploit our competitive advantages in the context of
the Group's three core business: domestic short haul, international medium haul
and international long haul. "We are adding capacity to routes with strong
revenue potential and accordingly, removing capacity from services which are
underperforming," he said. "These changes will maximise yields,
increase aircraft utilisation and also provide a more attractive schedule for
the business market, including better integration of our international and
domestic schedules." Mr Borghetti said that Pacific Blue would expand as
an international medium haul airline with operations across the Tasman, the
Pacific Islands and South East Asia. "Pacific Blue will cease flying New
Zealand domestic routes and redeploy its New Zealand-based aircraft on to
trans-Tasman and medium haul international routes. Guests holding forward
bookings on New Zealand domestic routes from 18 October onward will be provided
with re-accommodation and refund options," he said. Mr Borghetti said that
growing capacity on trans-Tasman routes was a positive step that would see an
increase in New Zealand-based staff. Pacific Blue currently employs around 450
New Zealanders at crew bases in Christchurch and Auckland and its head office
in Christchurch and the increase in international flying means up to 100 new
jobs would be created.
By
this stage Pacific Blue (Australia) was operating flights to South East Asia
and V Australia was operating services to the USA, South Africa and South East
Asia.
On the 4th of May 2011, the former Virgin Blue revealed its new name, Virgin Australia. Late that year, on the 7th of December 2011, the Virgin Australia
group of airlines officially launched its international airlines V Australia
and Pacific Blue under the Virgin Australia brand. The airline said, the establishment of one brand and identity
for Virgin Australia’s domestic and international operations is a key part of
the company’s Game Change Program strategy to become the airline of choice in
Australia.”
The Virgin Australia group
of airlines also unveiled a new brand and livery for its joint venture with the
Government of Samoa, Polynesian Blue. The Prime Minister of Samoa, the Hon.
Tuilaepa Sailele Malielegaoi, announced that the country’s national airline would
operate as Virgin Samoa.
Pacific Blue Airlines, like Freedom Air and Kiwi International Airlines helped shaped New Zealand domestic and short-haul international flying. It again was another agent in getting more people flying. Qantas' response was Jetstar while Air New Zealand's response was a continual refining of itself as a national carrier with low-fare offers. But ultimately there wasn't room for three major domestic operators in New Zealand. The rebranding of Pacific Blue as Virgin Australia took the local flavour away and the rebranded identity struggled, and even more so with the ending of the Air New Zealand-Virgin Australia alliance.
New Zealand Registered Fleet
Boeing 737-8BK
ZK-PBC Missy Mainlander c/n 33017
Boeing 737-8FE
ZK-PBA Bonnie Blue c/n 33796
ZK-PBB Whitney Sundays c/n 33797
ZK-PBD Pacific Pearl c/n 33996
ZK-PBF Tapu’itea c/n 33799
ZK-PBG Bewitching Broome c/n 34015
ZK-PBI Lady Rebecca c/n 34440
ZK-PBJ Billie Blue c/n 34013
ZK-PBK Maiden New Zealand c/n 36604
ZK-PBL Canterbury Belle c/n 36605
ZK-PBM Kiwi Ana c/n 36601
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| Also on approach at Auckland, ZK-PBM on 21 June 2013 |
