A micro travel show comprised of short 30 second episodes is the latest tactic being used to lure travelers for a weekend in the capital.
“Wild Weekends” is being aired during TV ad breaks and on social media over the next few weeks.
Each episode sees presenter Astley Nathan discover a Wellington spot he hasn’t visited before, such as trying a charcoal infused coffee at Pour and Twist, feeding a greedy giraffe at Wellington Zoo or catching an emo drag show at Ivy Bar.
The episodes are designed to appeal to five sorts of potential visitors to Wellington Рnight owls, whānau, food lovers, culture vultures and couples looking for a fun short break.
WellingtonNZ marketing general manager Anna Calver says the campaign builds on the capital’s reputation as the best weekend city destination in New Zealand.
“It’s an incredibly competitive domestic travel market at the moment. Every destination in the country is trying to attract visitors, with many marketing their regions at the same time to the same audiences.
“We know for Wellington to stand out, we had to change the way we’ve often done things. So rather than one ad, we’ve made lots – and the best thing is they don’t even look like ads.
“We’re also being clear what a trip to Wellington is all about. We’re not about a week-long holiday by the beach. We’re the place you come for a couple of days to dine out, see a show, go shopping and have some fun.
“Perhaps the best thing about Wild Weekends is that you won’t get annoyed seeing the same ad over and over again. We’re able to stack the ads, so you’ll end up enjoying several episodes whilst watching your favourite TV shows.”
Astley Nathan is an Auckland based radio DJ who was smitten by what Wellington has to offer.
"If you're looking for an adventure in your backyard – Wellington is definitely the ticket. The vibe there is unreal – the people are collaborative, creative and super cool – I can't wait to move down… I mean visit again, haha!"
Wild Weekend videos were produced by TVNZ Blacksand using a Wellington based crew.
Wild Weekends is also backed by content in Air New Zealand’s monthly Kia Ora magazine and through outdoor media advertising. Additional seasons will be aired in March and May to promote Autumn and Winter Wellington weekends.
The Wild Weekends summer campaign budget is $330,000.
