It has hired Travel PR to target what it calls 'interactive travellers' - those who interact with nature and respect the social and cultural environments of others, and have a high disposable income.
Travel PR will co-ordinate a series of themed events, such as a 'winter in summer' show, to take place at London's Covent Garden, and an exhibition at the Chelsea Flower Show.
'The trademarked interactive traveller profile was created with TNZ's new ten-year business plan that launched two years ago,' said Travel PR MD Sue Ockwell.
The agency plans to reach this audience via broadsheet travel supplements, women's glossies, travel, food, interior design and garden magazines.
The push will be accompanied by a TV advertising campaign, which was devised by M&C Saatchi. It will continue to carry the '100 per cent pure New Zealand', tagline.
The annual number of UK visitors currently stands at 300,000, a 60 per cent increase on five years ago.