A campaign to entice kiwis to take a short break to NZ’s creative capital in the middle of winter, and release their inhibitions to the howling southerly.
WellingtonNZ came to us wanting to make a statement around what Wellington’s all about. A campaign that goes beyond highlighting the city’s physical attributes and star attractions, and gets to the heart of what makes Wellington stand out from the rest. How can we go beyond the typical tourism approach and create a campaign that is brave and thought-provoking?
We honed in on the insight that Wellington is a place where you can be yourself, a place where everyone is celebrated and accepted for who they are amongst the arts, culture and creative society that the city offers. Our approach centered on three relatable characters, who embrace who they really are when they come to Wellington - a dairy farmer turns drag queen, a realtor takes the stage as a comedian, and a teacher lets loose on her longboard.
Their three stories were weaved together in our hero 30-second film, with the idea that Wellington is the place where you can be yourself summed up in the campaign tagline - Do Wellington Your Way.
In addition to the hero film which ran on TV and in cinemas, the campaign included 15 and 6-second cutdowns for YouTube preroll and social placements, Facebook touch-to-reveal ads, bus backs, digital billboards, magazine layouts, newspaper takeovers and web banners. All running across the country in the lead up to and during winter to entice Kiwis to Wellington.