Wellington targets Australian Travellers

Wellington is in Australia with its largest advertising campaign ever - highlighting yet again exactly what makes the city such a great short-break destination.

A commercial showcasing the boutique and vibrant city is screening on Australian television, as part of the autumn round of the Tourism New Zealand ‘What’s On’ campaign.

The compelling 15 second advert invites Australians to cross the ditch and experience those things that Wellington is most famous for; a dynamic downtown area, great shopping and entertainment, amazing food and wine experiences and a strong arts and cultural offering. The commercial will be backed up by online advertising and magazine inserts profiling the city.

“We are ramping up our Australian campaign, following a successful start last year,” said Australia Marketing Manager, Sarah Peacock. “Feedback indicates the ad has been effective in raising Wellington’s profile in Australia. The city is really coming onto the radar as a short-break destination for Australians.

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

Wellington has experienced good growth in the market since the launch of the ‘What’s On’ campaign in August last year. Recent Statistics New Zealand figures show that guest nights from Australian visitors increased by 12.3% in the quarter October to December 2006.

The ‘What’s On’ campaign is part of Tourism New Zealand’s 100% New Zealand campaign. Its goal is to reposition New Zealand in the minds of Australians and create more awareness about the country’s diverse regions and events.

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