Getting personal with Wellington

  • Voices
  • June 29, 2017
  • Anna Calver
Getting personal with Wellington

When working in marketing it’s natural to become a convert to whatever it is you’re currently peddling. At various points during my career my undie drawer has been filled with Jockeys, my liquor cabinet chocka with Tanqueray, my internet browser loyally set to Google Chrome. Hell, I even got my mortgage from ANZ.

But never have I drunk my own Kool-Aid like I have when promoting Wellington. After a few years flirting with the likes of Dunedin, Auckland and London, I’ve been going steady with the creative capital for eight years. We got hitched last year when I started working for WREDA, the local economic development agency. And I doubt we’ll ever break up.

I love Wellington’s energy, weirdness, heart, culture and creativity. But most of all I love its people. This place doesn’t attract people who want the biggest, or the shiniest. Our wind is a filter that keeps out fair-weather followers and leaves a tribe of brave souls. Wellingtonians are passionate, they’re friendly as hell and they’ve always got something interesting to say.

So, it was with finger-tapping pleasure that I recently got the chance to showcase the Wellington I’ve become intimate with, and a cast of some of its creative residents, in a new campaign showcasing the capital as no ordinary place to live and work: 'Why Wellington? It’s personal'.

This is a destination campaign unlike any other. It looks past the craft beer and coffee to offer a real, authentic look at life here; what it’s like to arrive, to work, to grow up here, to belong. There’s wind and moody skies but also plenty of unbridled beauty. And connection. To people, to a place.

We know Wellington can’t compete on size, but it can on reputation. And to help build that reputation we want to attract young, creative talent in nudgeable life situations who can find their place here – grow their careers and make their mark on the world from Wellington. And in doing so, of course, help build a stronger and more sustainable economy.

The campaign leads with a 60-second hero video, backed up with a series of supporting interviews with Wellingtonians talking about why they choose to live and work here. More in-depth stories about some of the capital’s entrepreneurial types and our screen, tech and social enterprise sectors are being shared via partnerships with Idealog and The Spinoff.

Directed by Loren Taylor, the campaign was created by some of that young creative talent we’re after; local clever content agency Wrestler, with support from Special Ad Service and MBM. A collaborative effort – so very Wellington.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Clemenger buys Levo Digital

  • Advertising
  • August 16, 2018
  • StopPress Team
Clemenger buys Levo Digital

The Clemenger Group has purchased a majority stake in Levo Digital, a leading Australian marketing services and technology business.

Read more

Horse's Mouth: Sarah Williams, Spark

  • Horse's Mouth
  • August 15, 2018
Horse's Mouth: Sarah Williams, Spark

Spark announced this week it has secured the exclusive rights to the English Premier League for three years, starting in August 2019. We spoke to head of brand, communications and experience Sarah Williams in the wake of Spark securing the rights to the Rugby World Cup 2019 coverage back in April.

Read more

Nando's 'Winner, Winner' campaign secures oOh! full motion boost

  • Advertising
  • August 15, 2018
  • StopPress Team
Nando's 'Winner, Winner' campaign secures oOh! full motion boost

Nando's New Zealand is celebrating its commitment to using only 100 percent New Zealand-raised free range chicken with a 'Winner, Winner' campaign concept with the help of an oOh!media competition.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media

topics
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

123

Ads of the Week: 14 August

  • TVC of the Week
  • August 14, 2018
  • StopPress Team
Ads of the Week: 14 August

A round of applause for Mai, MacKenzie Bread and Air New Zealand.

Read more
All eyes on me: Which video content generates the greatest engagement levels
Sponsored content

All eyes on me: Which video content generates the greatest engagement levels

How much do we really watch – or not watch – advertising?

voices

Property management campaign disgusts tenants

  • Advertising
  • August 13, 2018
  • Catherine Hutton
Property management campaign disgusts tenants

A brazen social media campaign by a franchise the property management company Quinovic has disgusted some tenants.

Read more

What does it mean to be a New Zealander in 2020?

  • Voices
  • August 13, 2018
  • Janisa Parag
What does it mean to be a New Zealander in 2020?

Everyone talks about the ‘new New Zealand’ – but what’s really changed? What does this mean for your business and brand? And why do we see the same well-worn imagery of a New Zealand of the 20th century, rather than the 21st?

Read more

TRB to bring back Outstanding Radio Creative Awards

  • Awards
  • August 13, 2018
  • StopPress Team
TRB to bring back Outstanding Radio Creative Awards

The Radio Bureau announced the return of the Outstanding Radio Creative Awards (ORCA) in 2019.

Read more

Radio, cinema and outdoor show strongest performance in SMI 2017/2018 FY media agency spend

  • Media
  • August 13, 2018
  • Erin McKenzie
Radio, cinema and outdoor show strongest performance in SMI 2017/2018 FY media agency spend

New Zealand’s media agency market spent $1.04 billion in the 2017/18 financial year according to Standard Media Index (SMI), bringing four years of consecutive financial growth to an end. Across all media, radio, cinema and outdoor saw the greatest growth.

Read more

Nothing good comes easy in new MacKenzie Bread campaign

  • Advertising
  • August 13, 2018
  • StopPress Team
Nothing good comes easy in new MacKenzie Bread campaign

It takes time to get things right, and the latest campaign for MacKenzie Bread shows that good things are worth waiting for.

Read more

Primed for a pin: See the Best Design Awards finalists

  • Awards
  • August 13, 2018
  • Idealog
Primed for a pin: See the Best Design Awards finalists

The finalists have been announced for this year's Best Design Awards.

Read more

Webstar Magazine Media Awards 2018: Have your say by voting for the best cover

  • Awards
  • August 10, 2018
  • StopPress Team
Webstar Magazine Media Awards 2018: Have your say by voting for the best cover

Following the announcement of the Webstar Magazine Media Awards Finalists, voting has opened for the Magshop People's Choice Award.

Read more
Getting personal: how radio's forming connections over the airwaves
Sponsored content

Getting personal: how radio's forming connections over the airwaves

In the face of stiff competition from digital media, radio has stood the test of time, but sometimes it takes a crisis to make us realise its true value to the community.

Does size matter? Burger King and McDonald’s engage in a battle of the burgers

  • Advertising
  • August 10, 2018
  • StopPress Team
Does size matter? Burger King and McDonald’s engage in a battle of the burgers

McDonald’s and Burger King have taken their competition to the streets, with both taking over billboards to prove they are either the biggest or the king.

Read more

Movings/Shakings: 10 August

  • Movings/Shakings, brought to you by Marsden Inch
  • August 10, 2018
  • StopPress Team
Movings/Shakings: 10 August

Industry happenings at NZME, KBR Digital and Mission Estate.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit