Air New Zealand's divisive 'It's Kiwi Safety' video gets the chop

Air New Zealand's polarising 'It's Kiwi Safety' video is to screen for the last time tonight.

The video - which features young Kiwi actor Julian Dennison and musicians Kings, Theia and Randa - was launched in November, and went on to be viewed millions of times on YouTube.

The hip-hop style of the video drew widespread derision, as did the accompanying song, which included the lyrics: "Business premier, I see you folks are working. Sit upright, hands on thighs, feet to floor. It's just like twerking!"

The video has been accused of making a mockery of airline safety, and was branded "cringe" by New Zealand First MP Shane Jones.

"I think it trivialises safety. I think it's a juvenile mish-mash - it's toneless," he told media at the time of its release.

Air New Zealand confirmed its previous safety video, 'Summer of Safety', would be returning from February 1.

The airline is partnering with the Bay of Islands Marketing Group and Northland Inc to promote travel to the region.

"Air New Zealand is committed to working with councils, regional tourism offices, airports, chambers of commerce and iwi to build demand for visitation to regional New Zealand," Air New Zealand's Head of Regional Affairs, Reuben Levermore, said.

"We want to see regions benefit from sustainable tourism growth, including by attracting visitors in off-peak periods."

During its last run, the 'Summer of Safety' video was estimated to have been seen by 17 million people around the world.