B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • imaa
  • AFL
  • Pinterest
  • Anthony Albanese
  • Spotlight on Sponsors
  • AI
  • Agency Scorecards
  • Meta
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: TBWA\Sydney And Eleven Reveal Secret Travel Agents Urging Aussies To Head To New Zealand
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > TBWA\Sydney And Eleven Reveal Secret Travel Agents Urging Aussies To Head To New Zealand
Campaigns

TBWA\Sydney And Eleven Reveal Secret Travel Agents Urging Aussies To Head To New Zealand

Staff Writers
Published on: 13th July 2022 at 11:21 AM
Staff Writers
Share
4 Min Read
SHARE

A team of high-profile celebrities have been revealed as Secret (Travel) Agents working to encourage Australians to book a holiday in Aotearoa New Zealand, in a new campaign from TBWA\Sydney and Eleven.

With successfully executed missions like introducing the flat white to Australian culture or reminding Australians of how New Zealand does winter with its longer snow season, the Secret (Travel) Agents’ network of approximately 600,000 (unconfirmed) has been infiltrating Australians’ minds, hearts and mouths for years.

In this new campaign from TBWA\Sydney and Eleven, the identities of some of the agents have been revealed in a recorded video conference. Melanie Bracewell, Ricki-Lee, Richard Wilkins, Stan Walker, Kita Mean, Broxh and the Beached Az Whale have been revealed as Secret (Travel) Agents who have been working to remind the world what is unique and special about Aotearoa New Zealand.

The brief is simple yet effective. Find ways to include New Zealand in regular chat, social media feeds, or general conversation. For example, posting a throwback picture from Waitomo Glowworm 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.

Those who have experienced the Manaakitanga (warm welcome, hospitality and kindness) of New Zealand’s people have a strong adoration of all things Aotearoa. They are looking to seek more of the uniqueness New Zealand has to offer and will have what it takes to be a Secret (Travel) Agent.

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
Editors:
Andy Kristiaman @ Carve & Stitch
Joe Morris

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ELEVEN, TBWA\Sydney, Tourism New Zealand
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Penfolds Flying The Aussie Flag High Ranking 3rd As The Most Valuable Champagne & Wine Brand
17/07/2025
Behaviour Not Birthdays: Afterpay Unpacks Shift From Generational Tropes At IAB Summit
17/07/2025
DO.AGENCY Secures Simon Lockyer As Managing Director To Lead ASIA Team
17/07/2025
Eb Yusuf.
Yango Launches Creator, New Division Offering End-To-End Influencer Ad Solutions For Brands
17/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?