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Send Yourself to Wellington launched in 1996 at a time when Wellington was still regarded as a centre of commerce rather than a visitor destination. The hotels had strong mid-week occupancy due to corporate business, but were empty on the weekends. Te Papa was nearing completion and Wellington wanted to ensure it got the visitation it deserved.
Send Yourself to Wellington’s principal aims were to drive weekend visitation and position Wellington as New Zealand’s hottest urban destination. When it launched, the average weekend hotel occupancy in Wellington was 59.58%.
By 2000 this had grown to 66.25%. Average yield grew from $106.91 in 1996 to $116.99 in 2000. Wellington was also in 2000 voted the number five brand by New Zealand by a Young and Rubican brand asset study.
Creative agency: Saatchi and Saatchi
Creative Team: Steve Cooper and Ken Double (TV)
Producer: Marty Gray (TV)
Production company: Motion Pictures
Producer: Declan Cahill
Director: Grant Lahood
Soundtrack: I’m a Believer