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10 Oct 2014
Positively Wellington Tourism’s (PWT) latest visitor campaign launches today, with the first in a collection of energetic commercials directed by Wellington-based filmmaker Rob Sarkies (Out of the Blue, Two Little Boys, Consent).
PWT Chief Executive David Perks says It’s Never just a weekend when it’s in Wellington showcases the vibrancy and possibilities of a weekend in Wellington, which was recently described by international style bible Vogue as “a locavore’s dream”.
“Wellington is made for weekends. It’s a compact and walkable city, packed full of character and characters. It’s Never Just a Weekend when it’s in Wellington showcases the variety, creativity, personalities and energy that makes the capital one of New Zealanders’ favourite weekend destinations.”
Director Rob Sarkies was tasked with capturing the intensity of experience that the geography of Wellington creates.
“My aim was to evoke something of the experience of a great weekend in Wellington,” he says. “I wanted it to be full of captured moments, and not feel slick or contrived. To this end we shot in a loose handheld style and I gave my cast a lot of freedom to play.”
PWT Brand Manager Angela Moriarty says over 50 locations were filmed in just four days for the series of 15”, 45” and 60” commercials.
“The crew walked from inner city culinary factories and herbal apothecaries, to bustling cafes, restaurants, night markets and cocktail bars. Wellington is such a people-centred and texture-filled city and this really comes through in what Rob and the team have captured.”
Spending by domestic visitors in Wellington city has risen 24% over the last five years to $957 million, Mr Perks says.
“New Zealanders make over 3.4 million visits to Wellington every year and are such an important part of our capital’s culture and economy.”
The campaign launched on social media today, before hitting TV, cinema and digital screens around New Zealand on Sunday.