Wellington to launch New Advertising Campaign in Australia

Wellington is about to show Australians just exactly what it is about the city that makes it the perfect short break destination.

New Zealand’s cultural and culinary capital will launch its first ever television advert into the Australian market later this month. Its compelling 15 second commercial invites Australians to cross the ditch and experience those things that Wellington is most famous for; a vibrant downtown area, great shopping and entertainment, amazing food and wine experiences and a strong arts and cultural offering.

The advert is part of Tourism New Zealand’s new ‘What’s On’ campaign, launched earlier this month, which takes a new approach to marketing the country as a visitor destination. The campaign focuses on promoting events and seasonal attractions, as well as year-round offerings. One of the main objectives is to reposition New Zealand regionally in the mind of Australians and inject an energy and vibrancy into the brand.

Wellington is the first region to feature in a television commercial as part of the campaign.

“We’re hugely excited about the launch of this advert, and our involvement in the ‘What’s On’ campaign,” said Positively Wellington Tourism CEO Tim Cossar. “It builds upon our consumer drive into Australia, which was launched last year, but takes it one step further by using the visually engaging medium of television.”

“We also believe Wellington’s got something really unique to offer Australians. Our research shows that some key considerations for Australians when planning a short break include culture, unique cuisine and nightlife, events, and activities such as shopping and day trips. Wellington has all of these things in abundance.”

Wellington’s 15 second advert features New Zealand television personality Petra Bagust, who invites viewers to take a look at what makes Wellington, and its neighbouring wine region, so irresistible as a holiday destination.

The television advert will be aired in Sydney, Melbourne and Brisbane from 27 August to 10 September. Tourism New Zealand’s 30 second spring focused advertisement, on air 13 August to 18 September, also features two iconic Wellington events; the Montana World of WearableArt Awards Show, and Toast Martinborough, a festival of food, wine and music that takes place just over an hour out of Wellington in late November.

Tim Cossar said the dynamic style of the new campaign is perfect for Wellington, which constantly hosts major events and exhibitions, all of which add to its reputation of being a vibrant and sophisticated city.

“Wellington really does have it all. Its events calendar is a major drawcard for Australians, where diversity is the key. In Wellington you’ll experience everything from the fun and excitement of the New Zealand International Sevens through to the unique spectacle of light, colour and sound that is the Montana World of Wearable Art Awards Show.”

“What Wellington offers is a chance for Australians to immerse themselves in a boutique vibrant city that prides itself on its events, arts, culture, food and wine, all within reach by just making a short three hour flight.”

The 15 second Wellington advertisement will go to air from 27 August until 10 September, with an initial 72 spots in Sydney, Melbourne and Brisbane. In conjunction with the television ads, Positively Wellington Tourism will run an online campaign from 27 August to 23 September 2006.

The ‘What’s On’ campaign was created by New Zealand advertising agency JWT.

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