The digital outdoor and online campaign, created by integrated ad agency Albion, features the strapline "Personality Allowed".
Albion said that while sourcing creative ideas for the airline's campaign, it came across a tweet by a customer who had just flown with Air New Zealand.
The tweet said: "Just flown Air New Zealand from LHR to LAX. Best airline I've experienced. Food & IFE great. Staff allowed to have a personality."
The agency provided this copy of the tweet, written by Tim Benjamin in June.
Air New Zealand is said to trust its crew members to uphold the firm's brand and service values without forcing them to comply with onerous rules, which allows them to "have a personality".
Tim Benjamin's tweet now forms the foundation of Air New Zealand's latest brand campaign, which features a selection of real Air New Zealand crew members showing their personality.
The online executions in rich video and standard formats showcase the crew's personal opinions of the onboard product (such as food, wine and entertainment), and their recommendations for LA and New Zealand.
Air New Zealand hired Albion to its £2m creative account in April last year after a four-way pitch against Adam & Eve, Publicis and Farm.