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Wellington’s media blitz totals more than $66m

3 Sep 2018

Wellington’s global star factor is on the rise after a year of storytelling contributed to $66 million worth of promotional editorial media coverage in the 12 months to July 2018.

Bryce Dallas Howard

From the region’s breath-taking natural scenery, world-class museums and mouth-watering cuisine, through to our innovative businesses and creative people, Wellington appeared in 3,487 positive stories worldwide.

Wellington’s Australasian media results promoting the region as a tourism destination, a programme led by WREDA, totalled more than $10 million in PR value from an impressive 1,259 visitor attraction stories.

Storytelling to attract international visitors, secured in partnership with Tourism New Zealand, totalled $56.6 million with 2,127 articles in international media featuring Wellington.

Editorial storytelling activity over the year wasn’t just about attracting visitors to Wellington. More than 100 stories covering Wellington’s local businesses and industry sectors were also placed. Together, these stories promoting Wellington as a place to live, work and invest in, featured in outlets like the Australian Financial Review, Wired, NZ Herald, Sunday Star Times and the Sydney Morning Herald.

Anna Calver, General Manager of Marketing and Communications at WREDA, says media highlights included actress Bryce Dallas Howard labelling Wellington as her “favourite city” in a series with National Geographic.

“She just loved Wellington - she found the people warm and the vibe really interesting. She shared her affection for Wellington not just in National Geographic but also in many of the other interviews she did, as a Tourism New Zealand ambassador, with the likes of Elle magazine and Hollywood Reporter.

“We find this is the best strategy we have for creating Wellington fans. Many of the stories promoting Wellington start with inviting journalists here to experience the region for in person. Once they’re here, visiting Cuba Street’s indie scene up to the Wairarapa’s boutique wineries turn them into lifelong Wellington converts.”

Calver says another coup was attracting Australia’s Sunrise breakfast TV programme to Wellington over Waitangi weekend, reaching an audience of well over 2.4 million Australians.

“Our mission at WREDA is to make the Wellington region wildly famous and these results are a really tangible example of how we’re doing that.”