Wellington launches Australian TV campaign and dedicated website
Wellington has become the first New Zealand city to ever run a television-based tourism campaign in Australia, last night launching new 15-second commercials in Sydney, Melbourne and Brisbane.
The campaign is part of Positively Wellington Tourism’s drive into the Australian market, which has also included the launch of a dedicated Australian website, WellingtonNZ.com. The website is specifically aimed to make visiting Wellington even easier, and includes package holiday deals, booking engines and suggested itineraries.
“We’ve been saying for years that Australia is Wellington’s most important visitor market,” says Positively Wellington Tourism CEO Tim Cossar. “Now we are putting our money where our mouth is, and exploring the opportunities for growth that it offers. This campaign forms our largest ever drive into the market.”
In the TV commercials, which screen until 10 September, New Zealand television celebrity Petra Bagust invites Australians to cross the ditch and experience those things the city of Wellington is most famous for; a vibrant downtown area, a variety of entertainment, amazing food and wine experiences and a strong arts and cultural offering.
The 15 second adverts are part of Tourism New Zealand’s new ‘What’s On’ campaign, which takes a fresh approach to marketing the country as a visitor destination. One of its main objectives is to reposition New Zealand regionally in the mind of Australians and inject an energy and vibrancy into the brand.
New Zealand’s Minister of Tourism, Damien O’Connor, congratulated Positively Wellington Tourism for being the first NZ region to be showcased on Australian television as part of the ‘What’s On’ campaign. “It’s fantastic to see Wellington being so quick out of the blocks in capitalising on this exciting new campaign.”
Tourism New Zealand CEO George Hickton says promoting New Zealand’s variety of distinctly different regions is what underpins the ‘What’s On’ campaign.
“Wellington has seized upon a unique opportunity to tell Australians about what a great place it is to visit. Their campaign will not only help give the capital higher profile in Australia, it will also add to the overall promotion of New Zealand in this market.”
The campaign will be supported by online marketing and specific Wellington travel packages.
To preview the edition of the Wellington advertisement, or to find more information or packages for Australians, visit WellingtonNZ.com
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