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Hutt City Campaign Features Hutt People

NEWS RELEASE from Hutt City Council

17 September 2004


Production has started on Hutt City Council's city promotion campaign with the shooting of a number of images that show Hutt people in Hutt settings.

"The campaign aims to promote 'the Hutt' and we felt strongly that we couldn't genuinely do that without using Hutt people photographed in a variety of settings, having fun doing everyday things," said Hutt City Council Communications Manager Kirk MacGibbon.

"We did not want models, who could potentially turn up in someone else's campaign down the track. We want the campaign to look contemporary, vibrant and appealing - and above all, genuine."

"Chrometoaster, Hutt City's advertising agency, found people for the photos through their networks. Hutt City Council staff also got behind the campaign and will appear in some shots.

"From what I have seen the photography is fantastic and really captures the essence of the city and our people. "

The photographs range from primary school kids playing on the beach at Days Bay, to Weltec students enjoying lunch on Petone foreshore, to young people on a four wheel drive adventure. They will be used on billboards, metrolites (bus shelters), bus backs and press ads.

Hutt City Council has committed $580,000 over the next three years to develop the campaign, with $180,000 being spent this financial year. The funding was committed following publicity late last year claiming Hutt City was 'a dog' and research that indicated people thought the city was gloomy and boring.

"In the first year the focus will be on reminding Hutt City people about what a great city they live in and that great things are happening here," said Kirk MacGibbon.

"We want to give residents a sense of belief in their city - that they don't always have to look outside the city for entertainment, because we have the best beaches here, great cafes in Jackson Street and Eastbourne, interesting shopping in the CBD and suburbs and great outdoors options in places like the Western Hills and Wainuiomata."

Support from the business community is vital and we're developing mechanisms that will allow them to use the promotional brand. Business support was instrumental in making the Absolutely Positively Wellington campaign such a success - generally regarded as the most successful city branding campaign.

"There will be no strapline created for the campaign."

In following years we will broaden the depth and scope of the campaign to reach people outside the city boundaries.

The campaign will be launched in early October.


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