Local Govt | National News Video | Parliament Headlines | Politics Headlines | Search

 


‘Have a Love Affair with Wellington’ is a Winner


 
‘Have a Love Affair with Wellington’ is a Winner
 
It’s official, the whole country is having a love affair with Wellington. Last night Positively Wellington Tourism’s domestic marketing campaign, ‘Have a Love Affair with Wellington’, won the Tourism Marketing award in the Tourism and Transportation Services section at the New Zealand Tourism Awards, and also scooped Major Category Winner of that section.
 
“We set out to do something different with this campaign, something that was at the cutting edge of marketing, and that couldn’t be ignored. This award is a real testament to the effectiveness of the campaign, the hard work of our team and of the Wellington tourism industry,” says Positively Wellington Tourism CEO Tim Cossar.
 
Two other Wellington businesses also took top prizes at the awards. WMRA World Mountain Running Trophy 2005 – Sports Impact won the Innovation in Events, Meetings and Incentives category of the Innovation section, and was also its Major Category Winner.
Wellington Cable Car Museum won the Culture and Heritage Tourism award in the Visitor Activities and Attractions category. “We wish to extend our congratulations to these two Wellington tourism businesses, who are clearly leading the way in their fields,” Tim Cossar says.
 
The Tourism Industry Awards 2006 recognise and reward excellence in the New Zealand tourism industry. They represent the highest possible accolade for New Zealand tourism operators and are an opportunity to celebrate excellence and encourage continuous improvement in an ever-changing business environment.
 
‘Have a Love Affair with Wellington’ is Positively Wellington Tourism’s domestic marketing campaign, launched in June 2005. It came out of in-depth research into what Wellington needed to do to market itself as a leading tourism destination in New Zealand.
 
“Ten years ago Wellington hotels were virtually empty on the weekends. Now we have some of the highest occupancy rates in New Zealand. The latest data available shows that domestic tourism is worth $545 million to Wellington,” Tim says.
 
The campaign was developed in collaboration with advertising agency Clemenger BBDO, and the medium of television is central to its delivery.
 
“What became apparent is that we needed to appeal to the hearts and minds of New Zealanders,” Tim says. “We needed to sell them a dream, the idea of coming to Wellington and falling in love with the city. We then needed to follow this with a call to action, telling them how they could make this dream a reality.”
 
Wellington Mayor Kerry Prendergast congratulated the team at Positively Wellington Tourism and Clemenger BBDO.
 
"This is an outstanding achievement.  Once again the creative spirit of Wellingtonians has come up trumps.  It is a very effective campaign, not only creating a sense of pride for all Wellingtonians, but letting other New Zealanders in on our own little secret - that Wellington is the best little city in the world and you just can't help falling in love with it," Mayor Prendergast says. 
 
The ‘Have a Love Affair with Wellington’ campaign is a joint venture between Positively Wellington Tourism, Air New Zealand, Te Papa and 18 Wellington hotels. “Collaboration and partnership underpins this entire campaign,” says Tim Cossar. “Te Papa, Air New Zealand and Wellington hotels all form an integral part of the Wellington visitor experience. No campaign marketing Wellington would ever be truly successful without the backing of these major players. We also acknowledge the huge support of the Wellington City Council, which continues to believe in the work we do, and complement it with New Zealand’s leading regional events programme.”
 
Te Papa Director of Marketing and Communications Paul Brewer also congratulated the team at Positively Wellington Tourism. “The vision and initiative behind this stunning, ground-breaking campaign is what sets Wellington apart from other regions. Te Papa is delighted to be associated with it, and congratulates Positively Wellington Tourism on its willingness to promote our exhibition programme to the whole of New Zealand through this excellent campaign.”
 
‘Have a Love Affair with Wellington’ is a comprehensive marketing campaign that aims to grow the Wellington weekend visitor market. Positively Wellington Tourism has been running a domestic marketing campaign for more than eight years.
 
ENDS
 

© Scoop Media

 
 
 
 
 
Parliament Headlines | Politics Headlines | Regional Headlines

 

Also, Loan Interest: Productivity Commission On Tertiary Education

Key recommendations include better quality control; making it easier for students to transfer between courses; abolishing University Entrance; enabling tertiary institutions to own and control their assets; making it easier for new providers to enter the system; and facilitating more and faster innovation by tertiary education providers... More>>

ALSO:

Higher Payments: Wellington Regional Council Becomes A Living Wage Employer

Councillor Sue Kedgley said she was delighted that the Wellington Regional Council unanimously adopted her motion to become a Living Wage employer, making it the first regional council in New Zealand to do so. More>>

ALSO:

Scoop Images:
Dame Patsy Reddy Sworn In As Governor-General

This morning Dame Patsy Reddy was sworn in as the New Zealand Realm’s 21st Governor-General. The ceremony began with a pōwhiri to welcome Dame Patsy and her husband Sir David Gascoigne to Parliament. More>>

ALSO:

Ruataniwha: DOC, Hawke's Bay Council Developer Take Supreme Court Appeal

The Department of Conservation and Hawke's Bay Regional Investment Company (HBRIC) are appealing to the Supreme Court over a conservation land swap which the Court of Appeal halted. More>>

ALSO:

With NZ's Marama Davidson: Women’s Flotilla Leaves Sicily – Heading For Gaza

Women representing 13 countries spanning five continents began their journey yesterday on Zaytouna-Oliva to the shores of Gaza, which has been under blockade since 2007. On board are a Nobel Peace Laureate, three parliamentarians, a decorated US diplomat, journalists, an Olympic athlete, and a physician. A list of the women with their background can be found here. More>>

Gordon Campbell: On The Key Style Of Crisis Management

At Monday’s post Cabinet press conference Key was in his finest wide- eyed “Problem? What problem?” mode. No, there wasn’t really a problem that top MPI officials had been at odds with each other over the meaning of the fisheries policy and how that policy should be pursued... More>>

ALSO:

Mt Roskill: Greens Will Not Stand In Likely Post-Goff By-Election

“The Green Party’s priority is changing the Government in 2017, and as part of that we’ve decided that we won’t stand a candidate in the probable Mt Roskill by-election... This decision shows the Memorandum of Understanding between Labour and the Green Party is working." More>>

ALSO:

Get More From Scoop

 

LATEST HEADLINES

 
 
 
 
 
 
 
 
 
Regional
Search Scoop  
 
 
Powered by Vodafone
NZ independent news