Wellington Launches New Domestic Visitor Campaign
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Wellington Launches New Domestic Visitor Marketing Campaign
New Zealand fell in love with ‘Have a Love Affair with Wellington’. Now Positively Wellington Tourism is launching the next iteration of its domestic marketing campaign, inviting New Zealanders to ‘Spoil Yourself in Wellington’.
A new television commercial forms a central part of the campaign, and first airs tonight on TVONE during One News. Like with ‘Have a Love Affair with Wellington’, the new advert promotes Wellington through telling a story, and taking viewers on a journey.
“The new campaign reflects a need for Wellington to keep its marketing new, and keep giving New Zealanders reasons to come and visit Wellington,” says Sarah Meikle, General Manager Marketing at Positively Wellington Tourism.
“The domestic visitor market is increasingly important, at a time when the tourism industry faces challenges such as a slowing global economy and rising fuel costs,” says Sarah. “We want to ensure Wellington is top of mind, when New Zealanders are thinking about a short break.”
The domestic market forms Wellington’s largest visitor market, bringing in $557 million to the local economy each year. The city continues to see positive market growth, with domestic guest nights increasing by 18% from year end May 2005 to year end May 2008 (Statistics New Zealand: Commercial Accommodation Monitor).
“We believe Wellington’s domestic marketing programme has had a large role to play in this market growth,” says Sarah. “Our ‘Have a Love Affair with Wellington’ advert struck a chord with New Zealanders, and we hope that ‘Spoil Yourself in Wellington’ will do the same.”
The television advert showcases some of Wellington key attributes, including its compact downtown area, cafes, arts and culture, and shopping. But it presents Wellington in a whole new light, with an element of play and fun. Its central premise is that Wellington has unique gifts for everyone, and it’s an ideal destination in which to spoil yourself.
“Our consumer research at the start of the creative development process showed that our audience identify with the idea of getting away from day-to-day responsibilities, and enjoying a weekend break. The concept of ‘play’ was a very strong motivator for travel,” says Sarah.
Events will continue to play a major role in Wellington’s domestic marketing campaign, as they are a key driver of New Zealand visitors.
Positively Wellington Tourism invests $2 million in its domestic marketing campaign, on an annual basis. Funding comes from the Wellington City Council, and private sector partnerships with Air New Zealand, Te Papa, and 22 Wellington hotels.
Wellington’s Domestic Visitor Market: Facts and Figures
Wellington has come a long way, with its domestic visitor marketing programme.
In 1995, the city had no destination marketing strategy. At that time, the average weekend occupancy in hotels was 30 to 40%. During the summer of 1994/95, Wellington’s was the worst performing hotel industry in the country.
The perception with New Zealanders was that Wellington was “dull, boring and grey”. It was certainly not a first choice for people seeking an exciting short break.
Since then, city marketing campaigns such as ‘Absolutely Positively Wellington’ and ‘Send Yourself to Wellington’ rejuvenated the city’s brand, and created excitement amongst New Zealanders about visiting the city.
Wellington now has New Zealand’s most comprehensive domestic destination marketing campaign. In 2005 it launched its ‘Have a Love Affair with Wellington’ campaign, which set a new benchmark for tourism marketing. At the 2006 New Zealand Tourism Awards, the campaign won the Tourism Marketing award in the Tourism and Transportation Services section, and was also the Major Category Winner of that section.
The capital’s hotel industry is now one of the strongest performing in the country, with average weekend occupancy at around 67%. New Zealanders’ perceptions of Wellington have dramatically improved.
Q) What is the value of domestic tourism to Wellington?
Domestic visitors contribute $557 million to the Wellington economy each year, which is $1.5 million every day.
(Source: New Zealand Tourism Forecasts 2007 – 2013, Ministry of Tourism).
Q) How is the domestic visitor market performing?
Wellington has seen positive growth in domestic visitor nights, since the launch of ‘Have a Love Affair with Wellington’ in July 2005.
Year / YE May 2005 / YE May 2008 / %
Guest Nights / 979,680 / 1,155,300 / 17.93
(Source: Statistics New Zealand: Commercial Accommodation Monitor).
Q) How much has Positively Wellington Tourism invested in the new campaign?
Positively Wellington Tourism invests $2 million in its New Zealand marketing campaign, on an annual basis. A portion of this comes from private sector partnerships with Air New Zealand, Te Papa, and 22 Wellington hotels.
The ‘Spoil Yourself in Wellington’ television commercial cost just over $400,000 to create. We will be spending about $1.6 million on media placement including TV advertising and online work, over the course of the next financial year (ending 30/06/09).
Q) Who produced the advert?
Wellington-based advertising agency Clemenger BBDO is the official agency for Positively Wellington Tourism. It produced the creative content of the ‘Spoil Yourself in Wellington’ television commercial, in collaboration with Positively Wellington Tourism.
Television production company Robbers Dog was employed, for the creative direction and production. The music was developed specifically for this advert, by a company called Liquid. They were briefed on the style and feeling that we wanted to create.
Q) What results do expect to see from the advert?
Our target for the next financial year is to:
• Increase New
Zealand visitor nights by 2% on 2007/08 levels (Source:
Statistics New Zealand, Commercial Accommodation Monitor).
This would bring another 25,000 more domestic visitor nights
to Wellington in the next year.
• Increase the number of weekend rooms sold in partner hotels by 2% on 2007/08 (Source: Positively Wellington Tourism’s Hotel Monitor).