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10 Nov 2015
The latest campaign designed to lure Australian travellers to New Zealand’s capital of cool literally hits the sweet spot, featuring a unique collaboration with Australia’s much-loved dessert brand, Gelato Messina.
The Inspired by Wellington campaign, developed in partnership by Tourism New Zealand, Positively Wellington Tourism (PWT) and Destination Marlborough, sees three Australian creatives from culinary, music and design disciplines travel to the Wellington region and develop a product inspired by their experience.
In the first video released today, Gelato Messina’s Nick Palumbo develops a limited edition flavour for his Australian stores inspired by the places, people and flavours of Wellington and Wairarapa.
While in Wellington Nick visited Havana Bar, Hannah’s Laneway, Cuba Street, Wellington waterfront, the World of WearableArt™ Awards Show and Poppies Martinborough.
PWT Chief Executive David Perks says the digital campaign targeting 25-49 year olds in Melbourne and Sydney is designed to highlight Wellington’s creative and culinary experiences, along with its neighbouring wine regions.
“Inspired by Wellington highlights the energising effect of a flavour and fun-filled city break, as well as showcase our city’s unique walkability and position tucked between two of New Zealand’s finest wine regions.
“Partnering with influencers in the culinary, music and design industries enables us to connect with audiences for whom Wellington is a perfect fit. The talent we’ve worked with have a cumulative social audience of almost half a million.”
Tourism New Zealand General Manager, Australia, Tony Saunders says the campaign promotes Wellington in an innovative way that will excite Australian travellers.
“The Wellington and Gelato Messina collaboration is the first in a three-part series which will promote Wellington, Wairarapa and Marlborough in a new and engaging way.”
Wellington Regional Economic Development Agency Chief Executive Chris Whelan says as Wellington’s largest source of international visitors, Australia is a priority market that also holds significant potential.
“The number of Australians overnighting in Wellington has increased 8% to over 220,000 in the last year, while transaction volumes have increased 20% in the city and 22% in Wairarapa.
“The growth trajectory is incredibly positive, but there is still significant further potential to grow the market. Tourism New Zealand research shows over 2 million Australians are actively considering visiting New Zealand, but also that they largely don’t have a plan for what exactly that trip might entail. This presents a huge opportunity for Wellington to keep finding ways to grow awareness of our distinctive qualities as a short break destination.”
The limited edition flavour ‘Sweet as’ will be available in Gelato Messina stores for one week from Thursday 12 November.
Two further videos and products will be launched in the coming weeks to promote Wellington and Marlborough.
PWT’s visitor marketing activities in Australia are supported by Destination Wairarapa, Hutt City Council, Te Papa, Wellington Airport, Interislander and Kiwirail Scenic Journeys.