Positively Wellington Tourism (PWT) has thrown open the doors in its digital advent calendar more widely this year as it broadens the target market beyond locals.
"In previous years we've been very much focused on this as a programme for locals, but we said, 'why don't we share it around?'", says chief executive David Perks. "We know lots of New Zealanders are on the road over the summer, so why not give them the opportunity to share the same things around Wellington?"
It's the third year the organisation has created the online equivalent of the 24 days of treats, working with longtime creative partner Touchcast.
PWT asked businesses that receive its Know Wellington email newsletter if they wanted to participate and offer deals for this year's calendar.
“Aside from rewarding those that have been good to Wellington this year, the aim of the Christmas campaign is to increase downtown foot traffic, while promoting our partner businesses and extending our digital reach,” says Perks.
And it's the first year PWT has asked its social media community about what the calendar should include.
Local illustrator Stephen Templer created the Wellington scene for users to navigate. The landmarks include wildlife park Zealandia, the Cable Car, the Beehive, Weta, Cuba St, Courtenay Pl, the airport and Wellington Zoo. Max Patte's Solace of the Wind sculpture was one of the most popularly suggested attractions, says Perks.
The 2011 calendar received over 150,000 visits with more than 56,000 vouchers distributed. The advent calendar got close to 7000 shares on social media and generated 8400 signups to the Know Wellington newsletter.