Wellington Launches New Domestic Visitor Campaign
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.