There are 600,000 Kiwi expats living in Australia. For an annual tourism drive, we made the natural leap that these Kiwi expats were actually an underground community of travel agents who have been secretly promoting New Zealand to Aussies for years. We recruited people in Australia to our cause, turning them into Secret (Travel) Agents by giving them the tools to talk up New Zealand to unsuspecting Aussies – then rewarded them for doing so. Every aspect of the campaign was designed to fall into Australian hands harnessing the power of a word-of-mouth network.
Prime Minister of New Zealand, Jacinda Ardern, backed the campaign. Revealing that she too was a Secret Travel Agent.