Depictions of a farmer as a drag queen and a real estate agent who moonlights as a stand-up comedian are highlighting the diversity and acceptance found in Wellington as part of a new online tourism campaign targeting Kiwis.
The creative is out of Wellington and Auckland-based Wrestler, with the media placements being handled by McCready Bale Media (MBM).
Wellington Regional Economic Development Agency marketing GM manager David Perks says the new Do Wellington Your Way winter campaign gets at the heart of what makes Wellington a special place to visit and live.
“Wellington is known as a liberal and accepting city: a place where a farmer can express themselves freely as a drag queen; a real estate agent can try their luck at a comedy open mic night; and a primary school teacher can hold her own with the local skater crew.
“We want to inspire New Zealanders to visit Wellington for a weekend this winter and be embraced for being themselves.”
“WREDA invested $390,000 in the campaign which will appear on TV, digital channels, outdoor billboards, and print media.”
This isn’t the first time WREDA has pushed boundaries to challenge the status quo. In a previous tourism campaign, diversity was celebrated with a same sex couple enjoying a holiday in Wellington.
Do Wellington Your Way director Judah Finnigan said the campaign video aimed to explore identity and self-expression using ‘double-sided portraits’.
“Side A shows us who they are in their regular day job. Side B shows us who they get to be when they visit Wellington, while being supported by a creative and caring community of like-minded people,” Finnigan said.
“We’re thrilled with the vitality and vigour of the final product.”
WREDA partnered with New Zealand Herald’s weekly premium magazine Viva to produce a special Wellington-themed issue published yesterday.
The 48-page issue profiles the great people, places and stories of the capital, reminding domestic travellers on why Wellington is such a special place. It features more than 100 Wellington businesses including the Green Parrot Café which was the location for the front cover shot. Content will feature across all VIVA digital and social channels.
WREDA invested $390,000 in the campaign which will appear on TV, digital channels, outdoor billboards, and print media.
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