Top Secret: Tourism campaign invites Kiwis to join the mission

A network of Secret (Travel) Agents have been working undercover to convince Australians to book a holiday in Aotearoa thanks to a campaign from TBWA/Sydney and Eleven for Tourism New Zealand.

The new campaign has revealed the identities of some of the agents including Melanie Bracewell, Ricki-Lee, Richard Wilkins, Stan Walker, Kita Mean, Broxh and the Beached Az Whale.

With their identities now public, these agents are encouraging viewers to find ways to include New Zealand in regular chat, social media feeds, or general conversation. This could include posting a throwback picture from Waitomo Glow-worm Caves, sharing your love of a Central Otago Pinot Noir, or simply reminding Australians that New Zealand scallops are just a bit bigger than theirs.

Katrina Alvarez-Jarratt, Executive Creative Director at TBWASydney, says everyone knows Kiwis can’t stay quiet about how unique and beautiful New Zealand 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 that New Zealand is eager to welcome Australians back.

“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, says that although this campaign is delivered in a Kiwi tongue-in-cheek manner, its 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.”

Ready to accept the mission to become a not-so-secret travel agent? Register to the New Zealand Specialist Program and reach Bronze level by completing ten modules. You could even be one of the not-so-secret travel agents featured.


Client: Tourism New Zealand 
Creative Agency: TBWASydney 
PR Agency: Eleven 
Production Company: Photoplay 
Director: Gary John
Editors: Andy Kristiaman @ Carve & Stitch and Joe Morris

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