Case Study: There's No Place Like Wellington
For 2010, Positively Wellington Tourism championed a new joint venture marketing initiative designed to build short break visitation from Australia, New Zealand's largest international visitor market.
You see, the problem was that while Australians were all over New Zealand as a destination, they didn't actually know all that much about it. They reckoned the Kiwi experience was all about skiing, bungying, a few pretty mountains and roadtripping down two islands in 10 days.
We had it on good authority (ie: we did some research) and confirmed what we already knew - that the culinary, cultural and all round cool vibes Wellington and its surrounding regions have to offer were rather attractive to classy Australian travelers with money to spend and good times to be had.
Running a $2 million consumer campaign in Australia was kind of a big deal and the results are great so we want to tell everyone about it. We've written heaps of detailed reports about the campaign for stakeholders and such, so we wanted to take a different approach to our year one wrap. Presentation options included an interpretive dance and full stage musical, but in the end we settled for this wee video:
Thanks to our funders at Wellington City Council and the Prime Minister (yep, that's how we roll in New Zealand - he's the Minister of Tourism). We also worked in with our good friends at Destination Wairarapa, Hutt City, Destination Marlborough, Venture Taranaki, Wellington Airport, Te Papa and Interislander.
Go on, join us
