Lindsay Lohan is one of the stars to feature alongside Rico in Air New Zealand's online ads. Air New Zealand's wacky online advertising campaign is proving its worth, the airline's boss says.
Internet advertisements - featuring a lewd puppet called Rico, rapper Snoop Dogg and troubled celebrity Lindsay Lohan among others - had resulted in a "huge increase" in awareness of Air New Zealand overseas, especially in the United States and China, said chief executive Rob Fyfe.
"Considering we only fly once or twice a day into a lot of these places, that advertising gives us a much higher profile."
Fyfe has said the company cannot afford to compete in traditional media against large carriers like United Airlines, Delta or even Qantas.
Instead, the national flag-carrier has moved to carve out a marketing niche for itself in cyberspace.