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New Zealand's creative heart perfect gateway for the young at heart

8 Apr 2019

Wellington’s clever tech people might not yet be able to reverse the ageing process but WREDA’s new tourism campaign – The Wellington Effect – suggests a short break in the Capital may do just that.

The campaign storyline follows a couple as they enjoy a magical weekend in Wellington where they fall in love again and get progressively younger – experiencing The Wellington Effect.

WREDA General Manager Anna Calver says the campaign is aiming to attract visitors from around New Zealand over winter, when the city’s tourism businesses tend to be quieter.

“The New Zealand visitor market is really important for Wellington, making up around 70 per cent of our annual $2.6 billion visitor spend. 

“And whilst Wellington arguably doesn’t come immediately to mind as an ideal winter getaway, with skiing and the Pacific Islands more likely contenders, it is definitely a brilliant time to visit.

“There’s loads of events, great dining and shopping but it’s also just really fun and inspiring. Coming here makes you see things differently. It invigorates and spurs you to try new things. It makes you see life with fresh eyes and might even make you fall in love with your partner all over again. It might even transform you – if you let it – and make you feel young again.”

The campaign has been made in Wellington by local agency Eighty-One, with original music from the Wellington International Ukulele Orchestra.

Eighty-One’s creative director on the project was Chris Bleakley.

"Being a Wellington company working on a campaign for Wellington meant we really wanted to get this right. Fortunately, the team at WREDA made the process so much fun, we felt like kids again.”

Ms Calver added: “it’s important to us that we showcase Wellington’s creative spirit using the creative talent that thrives here.”

The video went live on Sunday 7 April on TV, in Cinemas in NZ, outdoor and on digital platforms. The entire campaign cost $300,000.