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The changing media landscape inspires and demands versatility. Positively Wellington Tourism runs tactical digital campaigns within the 'Spoil Yourself' campaign to complement its brand platform.
The competition-led Ultimate Wellington Weekends campaign aimed to tell relevant stories to different sectors of the market. People loved the Wellington brand, but needed to know what was in it for them. Over $12,000 worth of prizes were offered via four distinct weekend breaks for the ladies, the boys, a family and couples.
The campaign ran for just under three months and saw over 40,000 unique visits, just under 25,000 video views and almost 13,000 competition entries. We also over doubled our domestic consumer database through the campaign activity.
Campaign, concept and stories: Clemenger BBDO and AIM Proximity
Web design, production and art direction: Salted Herring
Film direction and editing: Rollo Wenlock, Hoverlion
Director of photography: Marty Williams
Shoot production: Tammy Williams
Sound recording: Tony Spears
Music composition: Stephen Gallagher
Sound editor: Matt Stutter