Wellington Tourism is trying to catch the attention of Australians in Sydney and Melbourne through a new online campaign that features several well-known Aussie business people experiencing what the capital city has to offer.
Developed in partnership by Tourism New Zealand, Positively Wellington Tourism (PWT) and Destination Marlborough, the three-part 'Inspired by Wellington' campaign, which was executed by Whybin\TBWA Sydney, is currently being rolled out via the Wellington Tourism website.
"The brief for the campaign was focused on improving Australians’ understanding of Wellington’s creative and culinary experiences, along with its proximity, walkability and position tucked between two of New Zealand’s finest wine regions, including Marlborough," says PWT chief executive David Perks.
Perks says the partnership between PWT and Tourism New Zealand allowed for the tourism spotlight to be shifted to the urban regions.
"The fantastic job Tourism New Zealand does in selling our country’s iconic landscapes can at times create challenges for urban destinations such as ourselves. This campaign is a really great example of how we can together showcase the best of both urban and scenic worlds, along with how easy a short break to New Zealand is."
The first video clip featured Gelato Messina founder Nick Palumbo travelling around the city, while the second saw Thomas Langford from Langford Guitars take a trip of his own (a third clip is set to be released on 21 November).
"When selecting talent for the Inspired by Wellington collaborations the team looked for people who would really get what Wellington is about, as well as resonate with an audience who would really enjoy this city and region," says Perks.
"There are three collaborations themed around food, music, and fashion ... The final video involves fashion inspired by Marlborough … but that’s all we can say on that one at this stage."
In first two videos, the 'Inspired by Wellington' catchphrase is brought to life with Palumbo and Langford drawing on their experiences in the capital city to create unique products—a dessert and a guitar, respectively.
This approach of asking influencers to use their skills to develop something for a campaign (or a brand) is becoming increasingly popular, with the likes of Pharrell Williams designing shoes for Adidas, will.i.am serving as creative director at Intel and Lady Gaga holding the same position at Polaroid.
Having influential business people produce something original is particularly good fit for the Wellington campaign, because it presents Wellington as a place where people can find creative inspiration—something particularly appealing to the 25 to 49 target market.