A new Positively Wellington Tourism campaign aims to sweep away perceptions of a blustery city where the chances of an enjoyable visit depend on the weather.
The domestic marketing push shows off people and places: craft beer tasting at Garage Project; cheese buying at local food institution Moore Wilson’s; fish and chips with the family at Oriental Bay; brunch at Maranui Cafe and more.
The concept of filming seven TVCs in seven days was a first for Clemenger BBDO, says managing director Andrew Holt.
“The idea was to show any day is a good day in Wellington. It was to show there’s more to do than you might imagine.”
The TVCs were shot between 8am and 3pm on each of the seven days and turned around to air the same day. Filming and production was handled in house.
Holt says there was a lot of discussion about the choice of locations. “We wanted to shoot a mix of some of the iconic parts of Wellington but in a fresh way, and some part people haven’t seen before.”
More shoots will be added to the library, including one at Cuba St’s Mighty Mighty.
Holt reckons the campaign must have been successful because it’s already been parodied by radio station The Breeze’s Should’ve Been Here Yesterday video.
Previous campaigns like Spoil Yourself and Have a Love Affair have contributed significantly to a 62 percent rise in domestic visitor numbers to Wellington in the last decade, according to Positively Wellington Tourism chief executive David Perks. Wellington has also seen a 7.8 percent increase in domestic guest nights in the year to June, he says.
Tactical campaigns will run throughout the year to capitalise on event and seasonal visits, says Perks.
“With the range of events and experiences now on offer, Wellington’s become very popular as a family destination as well as for couples and friends’ getaways. The flexibility of the Today is a Good Day platform will enable us to keep adding to the collection to keep showing different sides of our city.”
The ads are being revealed on the Absolutely Positively Wellington Facebook page.