Friday 30 August 2013
New campaign designed to show every day is a good day in capital of cool
Positively Wellington Tourism (PWT) is embarking on a mission to show the country that every day is a good day in
Wellington with the launch of its latest domestic marketing campaign.
PWT Chief Executive David Perks says the Today is a Good Day campaign – launching this Sunday – will see seven different TV commercials filmed and put to air daily in the first week of
spring.
The ads will share the Wellington that locals love with visitors and be put together from scratch each day.
“It’s true you can’t beat Wellington on a good day, but we’re challenging the notion that the weather is the sole
decider in what makes a good day,” Mr Perks says.
“The city’s incredible locations and spirit – coupled with the people you’re with – have a big role to play. So we’re
setting out to show that whether the sun is beating down or the wind is beating you to a pulp, our city can deliver on
any given day.”
Clemenger BBDO, Touch/Cast and OMD - long-term creative partners of PWT’s – were asked to design a nimble campaign that
shows more of Wellington to more people.
Clemenger BBDO Managing Director Andrew Holt says Today is a Good Day is designed to share a slice of the city’s famed absolute positivity, while capturing and celebrating the simple
moments that make life great.
“We got thinking about what we all love about this city and it boiled down to those magic moments when you realise
you’re quite simply really happy,” Mr Holt says. “Today is a Good Day steps entirely away from the traditional tourism montage and will focus on capturing those really simple, but poignant
moments.”
Wellington photographer Virginia Woods-Jack will act as Director of Photography for the campaign.
“What our team loved about Virginia was the honesty of her work,” Mr Perks says. “There’s a real dignity and realness to
it that we trust will really resonate with people.”
As well as showcasing the capital’s can-do attitude, the campaign draws on recent research that showed New Zealanders
saw a city break to Wellington as being an opportunity to spend quality time with the people that matter to them. They
also wanted to see Wellington from a locals’ perspective.
“Campaigns such as Spoil Yourself and Have a Love Affair have contributed significantly to a 62% increase in Wellington’s domestic visitation over the past decade,” Mr Perks
says. “As a result, visitors know they can get great shopping and fine dining – now they’re saying, ‘Show me more’.”
Wellington city saw a 7.8% increase in domestic guest nights in the year to June, compared to a static market nationally
that saw growth of just 0.7%. The effect on hotel bookings as a result of central New Zealand’s recent earthquakes had
been fairly minor, with an immediate but short-term impact, Mr Perks says.
“Wellington was sold-out and completely buzzing at the weekend thanks to the Bledisloe Cup and final weekend of Warhol:
Immortal and Visa Wellington On a Plate. If there’s one thing that has shone through in recent weeks it’s our city’s
preparedness, spirit and ‘get on with it’ attitude.”
Today is a Good Day will run throughout the year and be applied to tactical campaigns to promote event and seasonal visitation, Mr Perks
says.
“With the range of events and experiences now on offer, Wellington’s become very popular as a family destination as well
as for couples and friends’ getaways. The flexibility of the Today is a Good Day platform will enable us to keep adding to the collection to keep showing different sides of our city.”
The ads will be revealed daily on the Absolutely Positively Wellington Facebook page, before going to air each evening.
The campaign launch runs from Sunday September 1 to Saturday September 7.
Ends…