Positively Wellington Tourism

Client: Positively Wellington Tourism

Agency: Clemenger BBDO

Project: Txt 4 Info, Database Creation

Solution: RedDirect

Launched: 6th February 2006

Campaign length: 84 Days

Campaign Website: www.wellingtonnz.com

Background:

Positively Wellington Tourism aims are to market Wellington as New Zealand’s ultimate urban destination. In particular their recent KNOW Wellington campaign aimed to enhance Wellingtonian’s understanding of what was happening around the city in the weekend. With this in mind, Positively Wellington Tourism wanted to use an effective channel in which to communicate with the local population, which is why they enlisted the help of Run The Red to implement a mobile channel into the campaign.

Objectives:

• Enhance Wellingtonian’s awareness of what was happening around Wellington.

• Create an opt-in e-mail database to send out e-mail alerts every Friday night of what was happening during the weekend in Wellington

Promotion of Campaign:

• Bus stops

• Print

How it worked:

• Users were asked to send their e-mail addresses through to the short-code, and in return received a reply message asking them to check out their inbox to find out more about what is happening in Wellington.

Results:

• The campaign was a great success with over 2,400 people sending in their e-mail addresses to receive further information about what’s happening in down town Wellington.