Viral tourism site recruits expats to help promote New Zealand

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Tourism agencies have become innovators in the arts of promotion—witness last year’s job contest spotlighting the Great Barrier Reef Islands, for example—but lately we’ve seen several new efforts aimed at the influx of international visitors expected for a particular global event. Shanghai’s AtYourSide service was launched to coincide with Expo 2010, for example; Africa Talking, similarly, is ideally positioned to benefit from the World Cup. The latest along those lines? Pass It On, an initiative to turn the nearly million New Zealanders who live overseas into a network of virtual ambassadors in anticipation of the Rugby World Cup 2011 event.

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