Tourism New Zealand billets Wrexham AFC across Aotearoa in new work via Pitchblack + Bad Magic

CB Exclusive – Tourism New Zealand, alongside creative partners Pitchblack and Bad Magic, have welcomed Wrexham AFC (the touring Welsh football club made famous by Disney+’s Welcome to Wrexham Docuseries) to Aotearoa by billeting them across the country – a uniquely Kiwi expression of manaakitanga. Billeting is a time-honoured New Zealand tradition where visiting sports teams are invited into local homes, creating connections and memories that last far beyond the final whistle.

Across three locations, Wrexham’s players and personalities were billeted with Kiwi and immersed in a line-up of adventures that showcased the country’s landscapes and legendary hospitality: from golf and jet boating, to haka and helicopter rides. The thrills reached a peak during a hot laps experience, which prompted striker Ollie Palmer to bellow out the car window: “I f**king love New Zealand”.

The campaign began with an invitation video fronted by Rotorua rafting guide and all-round kiwi legend, Sam Sutton, who introduced the billeting tradition and invited Wrexham to come stay. The club accepted, and were hosted around the country, being served up meals with locals, truly unique experiences, and some proper kiwi hospitality. Their experiences were captured for short content pieces on social media – Wrexham and club co-chairmen Rob Mac and Ryan Reynolds shared the content to their combined  55 million Instagram followers and former England and Wrexham goalkeeper Ben Foster featured it on his football podcast. The story extends further with coverage in Season Five of Disney+’s Welcome to Wrexham in mid-2026, alongside a targeted retail campaign giving fans the chance to book their own Wrexham-style New Zealand itineraries.

The project was a major collaborative effort, delivered by Tourism New Zealand, Pitchblack, Bad Magic, Reel Factory, Maximum Effort (Ryan Reynolds’ creative agency), More Better (Rob Mac’s company), and regional tourism operators across the country. And a special shout-out to Wellington NZ and Wellington Phoenix for making the Wrexham AFC visit happen in the first place.

Says Brodie McLeish, General Manager Marketing, Tourism New Zealand: “It was incredible to be part of such an epic team delivering unforgettable experiences for Wrexham AFC – their adventures in Wellington, the Wairarapa, and Lake Hawea, showcased everything a trip to New Zealand has to offer. Whether it’s a hike and a hot tub, golf followed by fine-dining, hitting the water for waka ama, or geeking out at Weta Workshop, we loved helping Wrexham AFC find their 100% Pure New Zealand.”

Says Tom Paine, ECD, Pitchblack: “You don’t often see global football stars billeted like under-12s on tour. But it’s a uniquely Kiwi way of showing hospitality – humble, welcoming, and a little unexpected. The only detail missing was a dad in a Corolla dropping them at the game.”

Says Ben Foster, Wrexham AFC Legend: “I don’t think it gets much better than this. New Zealand, you’ve set the bar high, and I can’t wait to come back.”

Despite the logistical challenge of moving players, film crews, and international attention across three regions, the result was an unforgettable showcase of New Zealand’s manaakitanga – proving once again that here, visitors aren’t just hosted, they’re welcomed as whānau.

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