The campaign, which includes an appearence by All Black Doug Howlett, has been launched to promote the group's promise of extra space and on-demand entertainment options for all classes.
The airline has chosen to use bound-in inserts, described as "Z folds", with a hidden folded page and the strapline "the best thing about New Zealand is the wide open spaces... in every class".
Christie Lord, Air New Zealand's Europe marketing manager, said: "Air New Zealand is progressively introducing a totally new look and feel to its long-haul services from London from November 6, which will offer extra space in a new Business Premier cabin, a new Premier cabin -- a first for flights to New Zealand -- and state-of-the-art on-demand entertainment options for all classes.
"The media challenge was to make this message stand out against a backdrop of massive competitor activity."
The integrated campaign will target the London and South East "biased consumer" and includes bus T-sides and mega rears and consecutive pages in national press supplements, as well as through Conde Nast Traveller and Sunday Times Travel Magazine.
The Z folds can be seen in August issues of those publications and all other activity can be seen now.
The planning and buying has been done by Walker Media.
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This article was first published on brandrepublic.com