WellingtonNZ

The Wellington Effect

OVERVIEW

While you can’t beat Wellington on a good day, the notorious weather means it’s often overlooked as a winter destination by tourists.

Our job was to get New Zealanders to reconsider a winter holiday in Wellington. To do this, we needed to bring to life how the city’s diversity, creativity, and vibrancy make you feel.

That’s how we came up with The Wellington Effect.

campaign outcomes

8.6% INCREASE

IN VISITOR SPEND

1.8 MILLION

KIWIS REACHED WITH VIDEO

13% INCREASE

IN GUEST NIGHTS

What is The Wellington Effect?

This campaign centred around the thought that Wellington inspires and invigorates all those who visit, making you feel young again. It suggests that a break in the Capital may even be able to reverse the ageing process.

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The campaign proved to be one of the best performing in recent years for WellingtonNZ, with visitor nights and domestic visitor spend both increasing impressively across the target May – July travel period.

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“EightyOne aren’t just clever thinkers, they’re also great hustlers. They’ve gone above and beyond to find the perfect talent, music, and locations.”

ANNA CALVER, WELLINGTONNZ

Next project:

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