WellingtonNZ

Creative – Advertising – Production Supervision – Finished Artwork
We worked with: Special Ad Service

Our hero video launched just as daylight savings faded… establishing the foundation that our campaign would leverage through the months ahead - that as much of NZ ‘bunkers down’… Wellington is just warming up. 

The ‘Always On’ campaign language continued through a series of print, poster and online display executions, that delivered both overall messages - and focused on specific events.

To add depth and ‘behind the scenes’ interest to key events - the NZ Jazz Festival, Beervana and ‘Wellington on a Plate’ – we filmed video interviews with some of the key players behind them.

And whenever someone viewed one of our social videos, they were re-targeted with a range of ‘expert insights’ from the relevant person… giving their top tips for getting the most out of their event… and your Wellington weekend.

With Wellington’s tourism performance still recovering from well-publicised earthquakes in April and July, the campaign performed above expectation.

• Over 3 million digital impressions overall – with strong click through performance resulting in CPM rates as low as $0.03.

• Response was targeted in line with our brief – 61% from female decision makers, 40% from Auckland.

• Video content drove almost 4 times the click through response of our campaign average.

• Site visitation was strong – with an average visit time of +40 seconds.

• August 2017 hotel occupancy averaged 74% – matching the best-performing figure from the previous 5 years.