TBWA\Sydney and Eleven have uncovered a network of secret (travel) agents who have been working for Tourism New Zealand to encourage Australians to holiday in Aotearoa New Zealand.
A secret video conference of New Zealand's top agents was accidentally shared by New Zealand-born, Australian pop star and key secret (travel) agent Ricki-Lee across social media in a post that garnered media attention.
Meanwhile the accidental fumble saw the meeting broadcast on Digital OOH screens across Australia on Wednesday 6 July.
On further investigation, it’s been revealed some of Australia’s favourite Kiwis, including Melanie Bracewell, Richard Wilkins, Stan Walker, Kita Mean, Broxh and the Beached Az Whale, have been undercover for Tourism New Zealand on a secret mission to remind Australians of what is unique and special about Aotearoa New Zealand.
Katrina Alvarez-Jarratt, TBWA\Sydney executive creative directo: “Anyone who knows a New Zealander, knows we just can’t shut up about how unique and beautiful our country is.
"It appears the Secret (Travel) Agents have seized on this truth to encourage people to holiday in New Zealand. Did I mention that in the Coromandel you can dig your own natural hot spring on the beach?”
Tourism New Zealand also appears to be on a recruitment drive to bolster its 600,000-team of Secret (Travel) Agents in Australia.
Anyone who has visited, loved and experienced the Manaakitanga (warm welcome, hospitality and kindness) of New Zealand’s people can apply to become a Secret (Travel) Agent online.
Once recruited and trained with money-can’t-buy experiences, new Secret (Travel) Agents will be ready to infiltrate Australian culture and share the wonders of New Zealand, enticing others to visit.
Tourism New Zealand’s GM, Australia, Andrew Waddel: “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 Aotearoa, and into our Agent whānau.
"It’s time for Australians to travel to New Zealand and immerse themselves in a place filled with unmissable experiences and unmistakable Manaakitanga.”
Evan Roberts, chief creative officer of TBWA\Sydney and lead investigator on the case: “We’ve only scratched the surface on the extent of this network, but from what we can see the Secret (Travel) Agents are entrenched in Australian culture, feeding our desire for travel and leading us to seek experiences in New Zealand.
"We’ve witnessed activity across every channel you can think of, and this new recruitment drive for more agents is only going to make Australians love New Zealand more.”
Activity is also being spotted across social media, earned media, trade and OOH. More to come.
CREDITS
Client: Tourism New Zealand
Creative Agency: TBWA\Sydney
PR Agency: Eleven
Production Company:
Photoplay Gary John – Director
Editors: Andy Kristiaman @ Carve & Stitch Joe Morr
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