Across the region, we also supported:
- The development and implementation of the Wairarapa Economic Development Strategy to maximise opportunities in the region
- The Wairarapa and Kāpiti districts to receive funding for business initiatives through the Government’s Provincial Growth Fund
- Business clinics in Hutt City and Kāpiti, in partnership with the respective Chambers of Commerce
- Pop-Up Business Schools in Porirua and Kāpiti, in partnership with Pop-Up Business School Aotearoa, the respective District Councils and the Ministry of Social Development.
Daffodils, a bittersweet love story told with beautiful re-imaginings of iconic New Zealand songs, premiered at the Embassy theatre in February. The film was shot across the Wellington region in early 2018.
“The quality of the infrastructure in Wellington is world class, whether it’s post-production facilities, studios or equipment.”
- David Stubbs | Director Daffodils
More than 2,400 international travel agents were hosted in Wellington or trained via market visits and webinars on what the Wellington region has to offer as a destination.
"I am so enthused for your city - so much more than I expected... I intend to focus all training during this week's sales meetings purely on Wellington & the surrounding region. Why have I not been to your region before (I have really failed you) - I am sorry! Yes - I will be back!"
- Paul Watkins | About Australia
Team Wellington and China
The new Team Wellington partnership with Te Papa, KiwiRail, Weta Studio Tours and Wellington International Airport will grow the number of visitors from China and South-East Asia along with Wellington’s traditional markets of Australia, USA and the United Kingdom. Team Wellington activity for the year included a significantly upweighted travel trade programme for China with 430-plus agents trained. We also ran local Alipay seminars to get more local businesses Chinese-ready.
19% growth in Chinese visitor spend in the Wellington region, from $54m in 2018 to $64m in the year to June 2019.
Find Your Wild
Branded ‘Find your Wild’, the Regional Trails Framework and new WellingtonRegionalTrails.com website was launched in November, promoting the region’s best trails in one easy-to-use place. The number of people visiting the website to discover the region’s network of walking, running, cycling and horse-riding trails continues to grow.
The Wellington Effect
WellingtonNZ’s winter tourism campaign – The Wellington Effect – suggested a short break in the Capital may be so transformative it would reverse the ageing process. The campaign storyline follows a couple as they enjoy a magical weekend in Wellington where they fall in love all over again, getting progressively younger in the process as they experience the Wellington Effect. It has proven one of our top performing campaigns of recent years, reaching 480,000 people on TV alone.
The Terracotta Warriors: Guardians of Immortality exhibition at Te Papa’s Toi Art gallery, which ran from 15 December 2018 to 22 April 2019, attracted nearly 200,000 people – making it one of Te Papa’s most successful-ever paid exhibitions. WellingtonNZ worked with Te Papa to develop and manage the marketing of the exhibition.
This included sourcing and securing the Lanterns of the Terracotta Warriors outdoor exhibition, which were on display outside Te Papa’s main entrance.
Wellington the place for creatively curious Aussies
To encourage Autumn shoulder season visitation from Australia we ran a media partnership with Bauer Media across digital and print platforms including Gourmet Traveller, Harpers Bazaar, Australian Women's Weekly and Elle. Fronted by well-known Sydney stylist Brooke Testoni, the content fueled creative curiosity and promoted Wellington as the perfect short break, through an influential Australian perspective.
Strong brand alignment with key titles resulted in editorial content being seamlessly integrated with 7,969,945 total campaign touchpoints across print and digital. The campaign contributed to an uplift of 26% YOY in Australia visitor spend in the Wellington region for the April / May travel period.
Wellington is known for its vibrant events calendar and this year didn’t disappoint, from a sold-out Eminem gig and Te Matatini ki te Ao at Westpac Stadium to the annual crowd pleaser WOW, which celebrated its 30th anniversary, and unique, immersive and new Second Unit film-set experience, there was plenty to excite.
West Side to Wellington
WellingtonNZ rolled out the red carpet for the New Zealand exclusive season of West Side Story at The Opera House, 6-16 June. This was a partnership between Venues Wellington and the show's producers GWB Australia. Thousands of locals and out-of-towners saw the award-winning show – known as one of the greatest musicals of all time.