Ms. Gardner was among 30 of what the airline calls “cranial billboards.” For shaving their noggins and displaying the ad copy for two weeks in November, they received either a round-trip ticket to New Zealand (worth about $1,200) or $777 in cash (an allusion to the Boeing 777, a model in the airline’s fleet).

Jodi Williams, director of marketing for Air New Zealand, said half the participants selected the flight, because many were either New Zealand expatriates or, like Ms. Gardner, had visited and wanted to return. The participants were, in marketing parlance, ideal brand ambassadors: when co-workers or strangers behind them in the grocery store line asked about New Zealand, they could speak enthusiastically right off the top of their heads — so to speak.

What a unique idea.

@tanyamm - So long as its only a temporary tattoo, why not? I wouldn't mind taking a trip myself!