Solving Welly’s
winter tOurism woes
We were approached by WellingtonNZ to help solve a significant drop in tourists during Wellington’s winter months. Positioning New Zealand’s notoriously windy capital city as the perfect spot to spend your winter holiday was a daunting task, but we embraced the challenge with open arms, knowing we had an ace up our sleeve: our home town was brimming with creativity, culture and life just waiting to be experienced.
The Wellington Effect was a campaign that stretched across static digital, social & film. Knowing we couldn’t convince even the hardiest of tourists that Wellington’s wind was an attraction in itself, we turned attention away from the weather and back towards how NZ’s coolest little capital makes you feel. It’s the Wellington Effect, a modern-day fountain of youth; a weekend in Wellington will reinvigorate you, introduce you to creativity and culture unlike anything you’ve ever seen, and reignite that passion for life. Put simply, a weekend in Wellington can make you feel young again.
Apparently a whole slew of Kiwis agreed, as the campaign reportedly reached 1.8 million people and bolstered Wellington’s Winter Tourism to record heights.
