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2 Sep 2013
On Sunday we embarked on a mission where we believe no destination marketers have probably ever gone before.
We’re spending the first week of spring making and putting to air seven ads in seven days. Yep, filming, writing, editing, voicing and dispatching all in one day. Call us ambitious, call us crazy – we call it keeping it real.
People say, ‘You can’t beat Wellington on a good day’, but we reckon you can’t beat Wellington on any day. Today is a Good Day is about challenging the notion that the weather is the sole decider in what makes a good day. We reckon the locations and spirit of a place, along with the company you’re in, play a pretty big role.
We're setting out to celebrate those simple moments when you realise life is awesome. Those times when you step outside of yourself for just a second and realise you’re really bloody happy. Whether the sun is beating down or the wind is beating you to a pulp, whether creating new memories or reminiscing over old ones, you feel pretty at one with the world. Each ad is featuring a different location, different people and celebrate a different kind of moment. Wellington photographer Virginia Woods-Jack is Director of Photography for the campaign. Her work features a simple and real, yet mesmerising beauty. She’s perfect for the job.
This campaign steps away from the style of campaigns such as Spoil Yourself and Have a Love Affair, which have contributed to a 62% growth in commercial domestic guest nights in Wellington over the past decade. New Zealanders now know they can get great shopping, fine dining and see fantastic exhibitions at Te Papa – now they’re saying, ‘Show me more’. By focusing in on lots of different moments, Today is a Good Day allows us to do just that.
Our research also tells us that in today's busy world, family togetherness is more important than ever to people; Kiwis see a city break to Wellington as being an opportunity to spend quality time with the people that matter to them. Today is a Good Day will feature everything from family holidays to weekends away with the girls. The simplicity of the framework allows us to talk to a range of audiences and keep adding new chapters. It will also be applied to event and seasonal campaigns in the coming months.
Each day's commercial is being revealed on Facebook before going to air that night. The collection of clips can also be viewed on our YouTube channel. We'll also be sharing some behind-the-scenes shots on Pinterest.
Let us know what you think!