Turns out 600,000 Kiwi expats live in Australia. But what if they were actually an underground community of travel agents who have been secretly promoting New Zealand to Aussies for years. We recruited people in Australia to our cause, turning them into Secret (Travel) Agents by giving them the tools to talk up New Zealand to unsuspecting Aussies – then rewarded them for doing so. Every aspect of the campaign was designed to fall into Australian hands harnessing the power of a word-of-mouth network.