There’s No Place Like Wellington

Australia is Wellington’s largest international market, with Sydney, Brisbane and Melbourne just a three hour flight away. Our research revealed satisfaction from Australian visitors was high, but general awareness of the Wellington region as a short break destination was very low. This needed to change. Read more about the campaign development below. We've also prepared a video case study on year one of the campaign.

Stitching together a campaign that would work

Just like a patchwork, the Wellington region is an interesting and eclectic mix of things, brought together to create something unique, one-off, personal and built with love. Using stop-motion animation, we created a patchwork that revealed the region’s attributes in a way that reflected Wellington’s modern vintage creativity and charm. This shift away from a film-style creative was made following competitor research in Australia. The market was filled with tourism campaigns and we needed to do things Wellington style. We needed to stand out from the crowd.

A few facts:

Five seamstresses and three textile artists handmade sets and models.
Each set was built in its entirety, then dismantled piece-by-piece while being filmed in stop motion animation. Footage was then reversed to give the impression of the region ‘building’.
The Hutt River – featured in the cinema advertising - was made up of over 1000 blue buttons in various shades.

See what happened when TVNZ7’s The Ad Show went ‘behind-the-scenes’

Creative and production team:

Creative Agency: Clemenger BBDO Wellington
• Creative Directors: Paul Nagy (TV) and Brett Hoskin (digital)
• Copywriter: Anne Boothroyd
• Art Director: Brigid Alkema
• Producers: Marty Collins and Marty Grey (TV) and Hannah Cornwell (Digital)
• Designer: Susannah Field
• Account Director: Jill Dewes

Production Company: Yukfoo Animation
• Producer: Glen Real
• Director: Bernie Roux

Sound Design & Music: Liquid Studios
Voice Talent: Craig Parker
Additional Modelmaking: Clare Smith & Hana and Jacob Miller

WellingtonNZ.com,
New Zealand