Says Louis Houlbrooke of the Taxpayers Union: “A collaboration between five – yes, five – different government agencies has resulted in an ad campaign so vague and unfocused that it is impossible to know what is being advertised.

“With borders closed for the foreseeable future, this campaign doesn’t pass muster as a tourism initiative. It doesn’t showcase any New Zealand products or educational providers. In fact, the only business we recognised in the video was the taxpayer-subsidised Rocket Lab!”