The Wellington Effect
WellingtonNZ wanted to create more of a push in generating tourism for the city. They wanted something different that encapsulated the feeling of what it is to be in Wellington.
Client
WellingtonNZ
Year
2019
Role
Producer
Art Direction
With
Alex Le
Clément Rebouillat
Kristine Gonzalez
Jeremy Hall
The EightyOne team
THE OPPORTUNITYA Welly Winter Wonderland
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.
I was involved with the pre-production and production process for this campaign. I put together the initial pitch deck to WellingtonNZ that secured this piece of work. I then got to work wrangling props and locations, and coordinating with our DOP and Creative director to get things signed off.
On shoot, I would keep production on schedule, navigate the logistics of each location and assist our Camera crew and Talent.
THE OUTCOMEThe 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.
8.6% Increase
in Visitor Spend
1.8 Million Kiwis
reached with Video
13% increase
in Guest nights
“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