Wellington gets creative in latest Australian campaign

Wellington bustles with creativity and that message is being relayed loud and clear to Australians in Wellington Regional Economic Development Agency’s latest tourism campaign.

The Spring campaign launched this week invites Australians to “Discover Wellington, NZ’s Creative Heart” as it leverages Brand New Zealand to highlight the Capital’s bustling culinary scene, cultural offerings and creativity.

The digital media blitz includes a video made by Wellington production company Wrestler and a campaign on travel website Expedia to help generate bookings. There is also a campaign with Air New Zealand to promote affordable fares to Wellington and a media partnership with Concrete Playground.

WREDA’s Venues, Marketing and Destination Development General Manager David Perks says Australia remains a key focus for Wellington.

“In the year to July 2017 Wellington region hosted around 250,000 Australians who pumped about $240 million into the local economy.

“It shows that Wellington continues to be recognised by Australians as an exciting place for a short break. They find a compact city where it’s easy to pack in highly creative events like WOW, enjoy masterful casual dining experiences, imbibe in world class coffee, craft beer and wine, and get active on the green hills and sparkling harbour which fringe the city.

“Coming to Wellington is about having an experience that pulses with Wellington’s creative vibe.”

The campaign video was directed by Wrestler’s Loren Taylor who says she was spoiled for choice in her search for Wellington creative talent.

“Creative energy was everywhere we looked. It made it easy to create a video oozing a powerful mix of culture, history, nature and cuisine. It made me want to come to Wellington, and I live here.”

Earlier this year an Infometric report found that Wellington was “by far the most creative city” in New Zealand.

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