It was an interesting campaign. "Mike's mafia", the "Beagle Boys"—call them what you like, they were a passionate, loyal bunch of people that did things like rush into Hokitika a couple of hours before the plane would land and literally plaster the town with hoardings. These are people in pinstripe suits putting up hoardings all around Hokitika, organising a crowd at the airport to meet Mike, organising a crowd at the local tourism business, and organising a crowd at the bar to which he went. There was an astute journalist that recognised that they were all the same crowd. 