WellingtonNZ takes the capital to the heart of New York, via Eightyone

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WELLINGTON, Monday: Tourism promoter WellingtonNZ has released a video showcasing its international campaign Escape To Wellington via indie Wellington creative shop Eightone.

WellingtonNZ ceo John Allen said: “As interest soars in the life-work balance on offer in the capital, almost 1000 people have submitted registrations of interest following the installation of a giant Escape computer key in the heart of New York City.

“It’s designed to entice Americans looking for a change to consider Wellington, as part of the city’s bid to attract international visitors and talent to Te Upoko o te Ika, the Wellington region.”

The custom-built ‘Esc’ key was placed in a central Manhattan plaza earlier this month, with curious passersby invited to press the huge button and be matched with personalised live job vacancies in Wellington on a huge billboard screen nearby.

They were also shown “compelling” imagery of the diverse lifestyle benefits that working in the region offers. Every participant received a ticket inviting them to a better life-work balance in Wellington, which included a link to a website showcasing why Wellington deserves to claim this title and featuring stories of those who have already made the move.

“The custom-built ‘Esc’ key was placed in a Manhattan plaza, with curious passersby invited to press the huge button.”

As of today 927 people had submitted the form on the campaign’s landing page, wanting to follow up on the experience and find out more about living and working in Wellington.

John Allen: “New York was chosen as the site of the activation due to North America being a key talent market for Wellington:

“It has a large pool of skilled tech, science, creative workers and beyond and is also a key visitor market for our city.

“Globally mindsets are shifting after a momentous few years, with people considering what they want from life.

“This campaign is the perfect opportunity to help them consider a better life-work balance in Wellington – the creative, connected, and compact capital where there are great jobs and lifestyles in equal measure.”

Following its New York launch earlier this month, the campaign will be live throughout the rest of August, targeting audiences across the US, and into the UK via a targeted multi-channel digital campaign and partner networks.


Creative agency: EightyOne
Media agency: EightyOneM
Improv Everywhere (US): Activation and Production Agency
PR Agency (US): M Booth
PR Agency (NZ): Thorn PR

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