Secret (Travel) Agents - Tourism New Zealand
In an increasingly cluttered marketplace, New Zealand was slipping down the preference list of Australians who were planning their first trip abroad post COVID.
New Zealanders love talking about how great New Zealand is, and as it turns out there are 600,000 of them living in Australia. We had a group ready to deliver our message, we just needed to activate them.
New Zealand Secret (Travel) Agents. An undercover word-of-mouth network.
First, we ‘accidentally' leaked our agents ‘Quarterly Zoom Meeting’ across influencer social channels - it outlined missions in Australia and showed off New Zealand’s unique culture.
Our not-so-secret operation quickly garnered nationwide media coverage and with our agents’ cover blown, we needed new recruits.
Each touchpoint of the campaign drove to our website which contained agent briefing videos - so new agents knew how to sell the country. Agents who signed up unlocked top secret ‘training’ back in New Zealand.
By taking advantage of New Zealander’s natural inclination to talk up their country to Australians, and amplifying it – we created a movement based on real behaviour and fuelled it with new information and experiences for our agents to share.