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15 Apr 2016
Australia’s coolest city finds its Kiwi soul mates in a new campaign celebrating a year of Jetstar flying direct between Melbourne and Wellington, New Zealand’s capital of cool.
When Melly meets Welly…and Nelly stars Melbourne comedian Ash Williams as ‘Melly’, who discovers a kindred spirit just a short flight across the ditch, in like-minded destinations Wellington and Nelson.
Meeting 'Welly' (Wellingtonian Jordan Rivers) and 'Nelly' (Nelsonian Anneke Giblin), ‘Melly’ feels right at home exploring the neighbouring regions, while getting to know their unique attractions. It’s an unconventional modern love story – between destinations on the same wavelength.
“More Melburnians than ever before are visiting Wellington, but there are still a significant number who don’t know what the city and wider region have to offer,” says Wellington Regional Economic Development Agency CEO Chris Whelan.
“When Melly meets Welly…and Nelly is a fun way of showing Melburnians why people so often compare us as destinations, but also what else we offer just a short flight across the ditch."
All three cities share a dedication to good coffee, love of cuisine and craft beer, and passion for the arts, Mr Whelan says.
"On top of this, in Wellington you have a compact walkable city with stunning views, vibrant street culture and incredible nature reserves, while just a 30 minute flight away Nelson is home to phenomenal wineries and the unmissable golden sands and clear waters of Abel Tasman National Park.”
After visiting the region for the first time as part of the campaign, Ash Williams says he’ll definitely be back.
"Between Wellington and Nelson there's everything I'm looking for in a destination. Friendly people, great atmosphere, beautiful weather, fun times and amazing food. It was a real pleasure experiencing it with my local hosts, and hopefully we can encourage plenty more Aussies to pop over and check it out. I will definitely be back.”
Jetstar's Melbourne connection has brought 62,000 passengers into Wellington since launching on 30 March 2015, while last year Melbourne visits to WellingtonNZ.com increased by 171% to over 155,000, Mr Whelan says.
"The further new route now connecting Wellington and Nelson presents Australian visitors with opportunity to experience the best of New Zealand's urban and scenic worlds in an easy-to-plan and action-packed long weekend just a short flight away."
Wellington Airport CEO Steve Sanderson says Jetstar's service has added 40% capacity to the route, making Wellington an affordable short break destination and New Zealand entry point for Victorians.
"We are thrilled to see that travellers on both sides of the ditch have responded strongly. The overnight flight from Melbourne has proven to be popular for connecting passengers from Jetstar’s long haul network and those who are making the most of their short break in Wellington."
The digital content and PR campaign has been developed in partnership by Wellington Regional Economic Development Agency (WREDA), Wellington International Airport, Nelson Tasman Tourism and Nelson Airport.