1. Brand Identity and Values: "A Better Way to Fly" serves as a tagline that encapsulates Air New Zealand's brand identity and core values. It positions the airline as committed to delivering a superior travel experience compared to its competitors.

2. Emphasis on Innovation: The campaign often highlights Air New Zealand's commitment to innovation and technology. This includes advancements in aircraft design, in-flight entertainment, and sustainability efforts. They have been known for introducing novel features like lie-flat beds, premium economy seats, and immersive in-flight experiences.

3. Customer-Centric Approach: Air New Zealand emphasizes its focus on customer satisfaction and comfort. This includes offering a wide range of services, high-quality in-flight meals, and attentive cabin crews.

4. Safety Videos: One of the notable aspects of this campaign is Air New Zealand's unique approach to in-flight safety videos. The airline has produced a series of creative and entertaining safety videos featuring celebrities, popular characters, and New Zealand's natural beauty. These videos have gone viral and generated considerable attention.

5. Commitment to Sustainability: The airline also communicates its commitment to sustainability and responsible travel. This includes efforts to reduce its carbon footprint, support for conservation projects in New Zealand, and sustainable sourcing of in-flight products.

6. Adventure and Tourism: As the national carrier of New Zealand, Air New Zealand often promotes the country's natural beauty and adventure tourism. The airline encourages travelers to explore the scenic landscapes and outdoor activities available in New Zealand.

7. Collaborations and Partnerships: Air New Zealand has engaged in partnerships and collaborations with various organizations and events, further promoting its brand. This includes partnerships with The Lord of the Rings film series and the All Blacks rugby team.

8. Global Recognition: The "A Better Way to Fly" campaign has received global recognition and awards for its innovative marketing strategies and unique approach to promoting airline services.

9. Consistency: Air New Zealand has maintained a consistent brand message and image through the "A Better Way to Fly" campaign, which has helped establish it as a well-regarded international airline.