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i think their upgrade service is called Evergreen...used to be something like that anyway and is well worth it. They're a good airline according to reports i've had off people, not sure they're the best for free upgrades though. To give it a go make sure you're pretty smartly dressed, polite when you ask and if it happens to be a birthday/anniversary or anything that sometimes helps! As i say though not sure they're great at handing out freebies. Maybe worth asking if they've got any reduced upgrades when you check in.
The premium economy is very good value, almost a business class seat (with economy service) for not that much more that an economy fare.
Chances of an upgrade from economy are slim, as on long haul flights business is usually the most overbooked cabin and the upgrades that are given go to the airline's top tier frequent flyers