A new initiative hopes to turn one million Kiwi expats into ambassadors for New Zealand in the run up to the Rugby World Cup 2011 by offering nearly $300,000 in prizes.

According to the Kiwi Expat Association, there are nearly one million Kiwis living overseas and the just-launched website hopes to turn them into a virtual network of online ambassadors for the country. The idea behind the website is that talented locals will upload videos about their products and services so that expats from around the world can spread the word about what New Zealand has to offer.

KEA Executive Director Ross McConnell (pictured) told a press conference in Auckland this afternoon that the videos will be “quality controlled” and should be made to a good standard.

For every time a video is ‘passed on’, that person receives a credit that will then allow them to enter a prize draw. Almost $300,000 of prizes is on offer as an incentive to get expats involved in showing off New Zealand at a time when the world has its eye on the county in the build up to the rugby world cup next year.

Music Commission Chief Executive Cath Andersen, said, “We’re really happy to be working with Pass It On to introduce people from around the world to music from New Zealand and to showcase some of the great talent here. It’s a golden opportunity to look at this particular time and place, that’s not going to happen again, to really expose New Zealand.”

The website includes video profiles, information about what’s happening in New Zealand in 2011, and ways for the individuals or companies being profiled to “ask” the Pass It On network for help and support, which could include market insights and overseas introductions.

You can see the launch video below.