Wellington gets festive with ‘modern vintage’ digital gimmickry

Those cheeky creative Wellington chappies have been in stellar promotional form this year. And in a fitting farewell to 2010, Positively Wellington Tourism’s digital marketing team and Clemenger BBDO have launched their latest trick, a digital advent calendar.

Every day a new window on the calendar illustration, which was created by Anton Petrov, opens with a deal, tip or gift idea. The first one was a 2-4-1 Mojo Coffee and there are plenty more 2 for 1 deals to be had in the coming weeks. It’s certainly gone down a tweet with the Wellingtonian Tweeterers and apparently it’s in keeping the ‘modern vintage’ approach to promoting the city.

“If there’s one group more passionate about talking up Wellington than the crew at Positively Wellington Tourism, it’s Wellingtonians,” says Positively Wellington Tourism chief executive David Perks. “Locals sell the coolest little capital in the world just as much as we do, so a few years back we set up KNOW Wellington just for them. By keeping Wellingtonians in the KNOW, we keep the city vibrant, we all have a good time and in turn our visitors do.”

Within a day of launch the site had 30, 921 visits (84 percent direct), 1723 Facebook ‘likes’ and 469 new KNOW Wellington subscribers. And there was also plenty of e-chatter about the chances of replicating it for Christchurch, Auckland and Melbourne.

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