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17 Nov 2017
New Zealanders ready for an alternative to the classic Kiwi summer holiday are being wooed by the latest summer domestic tourism campaign from the Wellington Regional Economic Development Agency (WREDA).
WREDA General Manager, Venues, Marketing & Destination Development David Perks says Wellington is perfect for people and families who love to get busy having fun.
“If you’re looking for something more than a beach, a bach and a book this summer, Wellington is the place for you. And if you are road-tripping across New Zealand this summer, it’s absolutely worth planning a couple of days of fun in the capital along the way.”
The campaign, entitled Your Alternative Summer, showcases Wellington through the eyes of a young couple in love, and a family with primary school-age children. In a pair of videos, they each enjoy a summer experience in Wellington jam-packed with exploration.
Mr Perks says the campaign aims to capture snapshots of authentic Wellington experiences that feel like genuine summer holidays.
“Authenticity is hugely important in tourism marketing – especially for a domestic audience. Wellington is unashamedly not a ‘mainstream’ summer destination, but we know what we do exceptionally well.
Summer holidays are all about sharing good times with people you love. They should feel exciting, frivolous, refreshing. When you can match the excitement of the city with getting active in the sunshine, all accompanied by flavours from street cuisine to rooftop cocktails, Wellington is a perfect place to create your new summer holiday memories.”
Mr Perks says the Your Alternative Summer campaign is designed to inspire visitors to get creative this summer.
“Nothing in Wellington is about ticking boxes, and doing the things everyone else does – including summer holidays. Wellington’s all about freedom, creativity and curiosity. We’re inviting Kiwis to come, explore and create their own alternative summer.”
As to those who question Wellington’s summer weather credentials, Mr Perks says they are missing out.
“Believe me, Wellingtonians are the first to be make jokes about our weather, and there’s no doubt a winter southerly can be bracing! But the truth is, we’ve had a beautiful spring, and we’re looking forward to those Wellington summer days that everyone knows you can’t beat.”
Created in partnership with Wellington agency Wrestler, the campaign kicks off across New Zealand on Monday.