New Zealand launches $2m ‘There’s No Place Like Wellington’ campaign
Positively Wellington Tourism, the New Zealand capital city’s tourism body, has unveiled a new TV commercial as part of a $2m multimedia campaign targeting potential Australian tourists.
The TV ad, created by Clemenger BBDO Wellington, uses fabric stop motion to form an animated patchwork style overview of Wellington from its vineyards to the city.
There goes the Brand Australia strategy.
… and the execution. Seriously did anyone think “we can already do this with Google Maps” when they heard that the big push was going to be an interactive map where people can load their photos of unique Australia? Here’s one I prepared earlier: http://i.imgur.com/5R1qz.jpg
Thats the risk you take when you select an incredibly generic line like ‘There’s no place like (insert town)’.
Noticed the Ad the other night and my first thought was, why would a destination with such strong photographic appeal, resort to an “animated patchwork style” to promote it ?
A great salesman in an advertising agency I would say !……..what a wasted opportunity !
BB
i thought this was a Mumbrella April Fool’s Day joke!
everyone involved in the Brand Australia campaign should be sacked, surely?
I LOVE IT!
The idea must have come from Postman Pat or Bob the Builder.
I bet thousands of four year olds flock to Wellington with there Tonka toys patchwork quilts. I think the next one should be a stop animated plasta-cine-matic approach!
Lots of primary colours to reach an even younger audience.
Oh maybe change the wine scene…That’s for old stupid people who get drunk.
Paul, aged 6.
the NZ tourism ads generally appeal, but the visuals in this one really didn’t work for me. it feels like they’re hiding something that they don’t want you to see, by purely using (pretty average) animation.
as for stealing the Tourism Australia’s thunder, I don’t see how it will make any difference — the Aussie ad is going to be shown globally, while this simple clip is targetting Sydney/Melbourne, so there’s little overlap in the viewing audience.
The art direction looks the same as HOST’s campaign for Air New Zealand…. ” Home Sweet As” … don’t get wrong the video & execution is great!!!!! But does feel way too similar