Australians to Find Out There's No Place Like Wellington

Wellingtonians ‘Absolutely Positively’ love their city, New Zealanders have been invited to ‘Have a Love Affair’ with and spoil themselves in the capital and now Australians are about to find out ‘There’s No Place Like Wellington’.

Positively Wellington Tourism has revealed the new television commercial at the centre of a $2 million multimedia campaign designed to educate Australians about what the region has to offer and inspire them to visit. The television campaign starts in Sydney on Sunday, with online advertising starting the following week and six weeks of cinema advertising launching in April.

“There’s No Place Like Wellington is the product of significant research into both our Australian visitor target market and the tourism messaging they are currently exposed to,” says Positively Wellington Tourism Chief Executive David Perks. “We’ve designed a campaign that will, like Wellington, set itself apart from the rest.”

The television commercial uses a specialised stop frame animation technique to lead viewers around an evolving patchwork that represents the Wellington region’s attractions, quirkiness and creative values.

“The set was handcrafted and then filmed as each creation was unravelled. The commercial is then the result of that filming being played back in reverse,” Mr Perks says.

The campaign is a significant development in Wellington’s tourism industry and is the result of joint venture talks with central government instigated by Mr Perks in February last year.

“This is an exciting development in the marketing of Wellington. We started in the early 90s by focusing on ensuring Wellingtonians absolutely positively believed in their city and the past decade has seen a complete transformation in the way New Zealanders see Wellington. Now we’re taking the story offshore to the Australian consumer.”

The Wellington-led campaign is being carried out in partnership with neighbouring regions Hutt City, Wairarapa, Taranaki and Marlborough, along with airlines, Wellington International Airport, Interislander and Te Papa. The first round of the campaign will run until June.


* You can view the TVC on our media site. nb: it is a tactical advertisement with a week-long deal that expires on Saturday 27 March. A full 60 second brand advertisement, which will be running in Australian cinemas from April, will be released in the near future.
http://www.wellingtonnz.com/media/australians_find_out_there_s_no_place_wellington