Australians taken for a Ride by Wellington

Australians got the chance to get to know Wellington in the back seat of a car in Sydney and Brisbane recently. During the recent Tourism New Zealand PR stunt, and fitting with the campaign theme ‘Green and Gold Top to Bottom’, five hybrid cars were branded green and gold and offered consumers free rides in the two cities. Rides were snapped up on designated nights promoting Wellington.

Wellington is teaming up once more with Tourism New Zealand for its autumn round of the What’s On ‘Green and Gold – Top to Bottom’ campaign. Wellington’s 15 second advert will feature on Australian television, and the city is also taking part in other PR activities and online marketing.

“Tourism New Zealand’s ‘What’s On’ campaign gives Wellington a fantastic platform for getting its message heard in Australia. Consistent marketing is important, and we know that the ‘What’s On’ campaign is getting real cut-through.” said Sarah Peacock, Positively Wellington Tourism’s Australia Marketing Manager.

“Wellington still faces some brand challenges in Australia, but those perceptions are starting to change. Our research shows Australians are beginning to see the real Wellington – a hip city which offers sophisticated dining and nightlife experiences, and increasingly, a city with a thriving music scene. In addition its neighbouring wine regions are becoming well recognised and Wellington is being seen more and more as the gateway to both the North and South Islands.”

The latest visitor arrival figures show a 3.1% increase in Australians travelling to Wellington – and Positively Wellington Tourism, the city’s tourism promotion organisation, is seeking even greater growth in 2008/2009.

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