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Wellington treats Sydneysiders ahead of Easter

2 Mar 2015

Thousands of lucky Sydneysiders were treated with a sweet ‘taste of Wellington’ just ahead of the Easter holiday weekend.

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Positively Wellington Tourism installed a pop-up ‘Wellington Lounge’ on Martin Place, giving curious and hungry Sydney residents samples from Wellington producers including Leeds Street Bakery, Flight Coffee, Whittaker’s, Six Barrel Soda and Fix and Fogg peanut butter.

Positively Wellington Tourism (PWT) Chief Executive David Perks says some 4,500 copies of the 24 page The Wellington Guide magazine were handed to inner city workers, with over 1,000 entering to win a trip to the Wellington region. 

“In the week before Easter, thoughts are turning to holidays and sweet treats. It’s often during one holiday that you start planning the next, so we thought we’d give the people of Sydney a little taste of Wellington to put us top of mind for their next short break. 

“The feedback to staff on the ground was overwhelmingly positive – many people had been to Wellington and absolutely loved it, while others were really excited to hear about what the region has to offer just a three hour flight away. In particular the likes of the World of WearableArt Awards Show, Beervana, the Rimutaka Cycle Trail and mountain biking tracks, the Wairarapa vineyards, Hannahs Laneway and the culinary scene and waterfront struck a chord with people.” 

Mr Perks says the activity was designed to capture attention, leave a lasting impression and prompt a decision to visit Wellington. 

“The number of Australian visitor arrivals into Wellington has increased 25% over the past five years, but there are still millions who are actively considering New Zealand, but are yet to visit. A tangible, memorable, pleasurable mini-encounter with Wellington was an experience designed to turn the idea of visiting us into a definite goal.” 

The pop-up was part of the It’s Never Just a Weekend When it’s in Wellington campaign, which has been running in cinemas and online across Sydney and Melbourne.  64,000 The Wellington Guide mini magazines are also being distributed through Sydney Morning Herald, Melbourne Age and TimeOut magazine in the coming weeks. 

PWT’s previous marketing activities in Australia have included creating pop up restaurants, an irreverent destination promotion with Darren McMullen and making history in hosting the first Australian same sex marriage at the Museum of New Zealand Te Papa Tongarewa. 

“We like to complement our campaign activity with real life experiences and entertaining content that captures the creativity and spirit of our city in a way that makes people want to experience Wellington for themselves and share it with others” Mr Perks says. 

PWT’s vision is to get Australians to see the Wellington region as New Zealanders see the likes of Sydney and Melbourne – a convenient city break option offering all the fun, without the fuss, Mr Perks says. 

“Spending by Australian visitors to Wellington was at record levels in December. Word is definitely getting out, but there’s plenty more people to get to!”

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