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
Andy Kristiaman @ Carve & Stitch
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]