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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.

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.

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.

Awards and acclaim

The campaign won bronze in the animation category of Australia’s 2011 AWARD awards, was short listed in the Spikes Asia Awards at the advertising festival in Singapore and was a finalist in The New Zealand Designers Insitute BeST Awards.

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 TV: Marty Collins and Marty Grey
Producer digital: Hannah Cornwell
Designer: Susannah Field
Account Director: Jill Dewes
Account Manager: Louiza Papageorgiou

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

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