Tourism New Zealand reveals undercover agents in Australia via TBWA\Sydney and Eleven

Tourism New Zealand is encouraging Australians to book a holiday in Aotearoa New Zealand through a network of secret (travel) agents in its latest campaign via TBWA\Sydney and Eleven.

The new work reveals the identities of a number of ‘Secret (Travel) Agents’ who have been working undercover to promote Aotearoa New Zealand as a travel destination.



Other Assets

TOP SECRET New Zealand Secret (Travel) Agent Briefing:

In a 60-second spot, a leaked recorded zoom call reveals stars including Melanie Bracewell, Ricki-Lee, Richard Wilkins, Stan Walker, Kita Mean, Broxh and the Beached Az Whale discussing their techniques for reminding Australians of how special New Zealand is.

Katrina Alvarez-Jarratt, executive creative director at TBWA\Sydney, said: “Anyone who knows a New Zealander, knows we just can’t shut up about how unique and beautiful our country is. Turns out, this behaviour is not random. It’s highly choreographed by an undercover society of Secret (Travel) Agents acting to encourage Australians to take a holiday in New Zealand.”

Andrew Waddel, Tourism New Zealand’s general manager, Australia, unofficially shared: “New Zealand is ready to welcome Australians to seek out the unexpected in Aotearoa. While some of our Secret (Travel) Agents have been revealed, this only means we need to find more for the cause – which is easily done by welcoming more Australians to New Zealand, and into our Agent whānau. It’s time for Australians to travel to Aotearoa and immerse themselves in a place filled with unmissable experiences and unmistakable Manaakitanga.”

Evan Roberts, chief creative officer of TBWA\Sydney, said: “While this campaign is delivered in a Kiwi tongue-in-cheek manner, the marketing implications are huge. From an earned media moment we are mobilising every advocate they have ever had in the history of social media, capturing first-party data and then rewarding them for their behaviour.”

The campaign is running across social media, earned media, trade and OOH.


Client: Tourism New Zealand
Creative Agency: TBWA\Sydney
PR Agency: Eleven
Production Company: Photoplay
Gary John – Director


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