WellingtonNZ.com, New Zealand

02 March 2007

Wellington’s events and amazing scenery will screen on Australian television this Sunday, as part of the autumn round of the ‘What’s On’ campaign. The region is gearing up for the second season of the campaign, following a successful first round.

Last year, Wellington was the first region to run a television commercial in Australia as part of Tourism New Zealand’s ‘What’s On’ campaign. The 15 second ad, which features television personality Petra Bagust, will air again on television in Brisbane and Sydney during March and April. It will be backed up by online advertising and magazine inserts profiling the city.

“We are ramping up our Australian campaign, following a successful start last year,” says Positively Wellington Tourism CEO Tim Cossar. “Feedback indicates the ad has been effective in raising Wellington’s profile in Australia. The city is really coming on the radar
as a short-break destination for Australians.”

Wellington has seen positive growth in the market since the launch of the campaign. Recent Statistics New Zealand figures show that guest nights from Australian visitors increased by 12.3% in the quarter October to December 2006.

“Perception plays an important role in any traveller’s decision-making process,” Tim says. “Our challenge has been to counter any notions Australians might have of Wellington as a grey and boring city. Instead, we’re showing them the Wellington we all know and love – a vibrant, dynamic city with great events, food and wine and a strong arts and culture offering.”

Wellington’s involvement in the ‘What’s On’ campaign has received extensive backing from partners, who have contributed a total of $405,000. The partners are Tourism New Zealand, Air New Zealand, Wellington Airport, the Interislander and Te Papa and local authorities that form the greater Wellington region. The total value of Wellington’s campaign is $705,000.

“Australia is a market that holds huge potential for growth,” says Tim Cossar. “We are committed to being in there, and driving that growth in collaboration with our campaign partners. The message is that Wellington is the perfect place for a short-break, just over a three hour flight away. Air service frequency, pricing and capacity are vitally important to this message, and to driving market growth.”