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By Taruka Srivastava, Freelance journalist

July 13, 2022 | 2 min read

Tourism New Zealand has deployed actors Melanie Bracewell, Richard Wilkins, Stan Walker, Kita Mean, Broxh and the Beached Az whale as undercover agents, with the aim to encourage Australians to holiday in Aotearoa.

As part of the campaign, developed by BWQ/Sydney and Eleven, a video has been rolled out showing ‘secret agents’ being briefed to get more Australians to visit New Zealand. They are encouraged to promote the Manaakitanga (warm welcome, hospitality and kindness) of New Zealand’s people and entice more people to visit.

Recently, New Zealand prime minister Jacinda Ardern appeared on national television in Australia to recruit more agents, and asked those who have already enjoyed the hospitality of New Zealand to spread the word and invite their friends and family.

Katrina Alvarez-Jarratt, TBWA\Sydney executive creative director, said: “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’s general manager, Australia, Andrew Waddel said: “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 (family). 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, added: “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.”

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