Posts filed under ‘Digital’
The Bucket Fountain – it’s one of Wellington’s most iconic locations, and in October, it was the inspiration behind our campaign, the Wellington Wishing Well.
As you may have gathered by the campaign’s title, we transformed the Bucket Fountain into a magical online wishing well, granting 31 wishes in 31 days.
How it worked
Every day in October, Wellingtonians and others from within New Zealand could rock up to WellingtonWishingWell.com and throw wishes into the well. These wishes could be predetermined wishes from our amazing list, or custom wishes. Such amazing predetermined wishes included a day of lawn bowls with Wellington’s most renowned bartenders – Jonny and Justin McKenzie from Cuckoo, a bespoke eight course dinner for four at Hummingbird, tickets to iconic Wellington events (Hertz Sevens, Brancott Estate World of WearableArt Awards Show, Toast Martinborough), and a bathtub of champagne at The Library.
The aim of including such wishes was to promote the Wellington businesses and events that were involved while also increasing the digital audience of Wellington through acquiring new Facebook followers as well as enewsletter subscribers.
Once a wish was ‘thrown in’, users would see the wishing well animate just like the Cuba Street version with water flowing from bucket to bucket. This was done by using HTML 5 and animated on both PC and mobile. One wish was then granted everyday in October.
Overall, 61,825 wishes were made throughout the 31 days, with an average of 1,994 wishes submitted daily. 12% of all wishes came through via a mobile device, supporting our decision to have a mobile alternative.
In terms of acquisition, a staggering 21,301 users were acquired at a cost per acquisition (CPA) rate of $0.97 – so you could say our wish came true too! Broken down, the 21,301 users were acquired across different channels; 14,750 new Facebook likes, 3,980 new KNOW Wellington subscribers, 2,523 new New Zealand subscribers and 48 new Aussie subscribers, and takes PWT’s overall Digital audience to over 200,000.
In terms of visits, 77,960 people visited WellingtonWishingWell.com, with 49% coming from outside of Wellington. And in a nod to the strength of social media sharing call-to-actions, the campaign, which was only targeted at a domestic audience, received visits from 63 different countries, with English speaking countries making up the majority of these.
Wondering what digital campaign we’ll come up with next? Well Christmas is just around the corner…stay tuned!
As you may have ‘herd’, Rydges Wellington cooked up something a bit different as they got set for the full and final reveal of their new restaurant, Portlander Bar & Grill. The winners of last year’s Hospitality Association of New Zealand award for excellence in marketing – who have been behind campaigns such as ‘Live Like a VIP’ – ran a black out no ‘peeping’ campaign as the capital of cool’s newest grill house got ready for its big reveal on July 16.
The restaurant was blacked out so no one could see what was going on, except for a ‘peep hole’ on the corner of Whitmore and Featherston Sts for curious passers-by. Peeping Toms and Tom-girls were snapped, with images uploaded to Portlander’s Facebook page. By commenting on their pic, peepers could be in to win two nights’ accommodation for two in Rydges Hotel’s luxury Penthouse Suite, including full buffet breakfast for two on both days, a three course dinner for two at Portlander Bar & Grill, and an exclusive invite to the official opening night of Portlander on August 9. Certainly worth a look.
The new restaurant decor has been designed to complement the menu’s focus on “superb cuts of meat prepared to perfection and finished in style”. No word yet on if the lovely Rydges ladies will be sporting Gaga-esque meat dresses at the big reveal on Thursday. But speaking of fashion, the hotel also recently launched its new uniforms by Wellington designer Deryn Schmidt.
The Rydges team report that 300 peepers were ‘caught’, with 226 new Facebook likes resulting. The total Facebook reach from their campaign was over 300,000. The new-look Portlander Bar & Grill has since been revealed:
Seen or been involved in other examples of doing things a little differently to promote accommodation and restaurants? Post a comment with the details, your thoughts, ideas or learnings.
By Angela Moriarty
Here at Positively Wellington Tourism we’re unapologetically positive about Wellington, tourism and pretty much most other things. We’ll talk up Wellington until the colossal squid, the ever growing population of tui and the Cuba Street hipsters come home because the coolest little capital in the world deserves nothing less.
But noone likes a skite. And we are also very wary of that. We don’t fancy people mistaking our absolute positivity and confidence in our fair city for arrogance.
From time-to-time we’ve got to balance out all that positivity with a bit of a self effacing elbow in the ribs. So in a nod to April Fools’ Day and a nudge at our unashamedly and unapologetically positive perspective on the world, on April 1 we released a spoof news broadcasting reporting latest ‘research’ has revealed Wellington is the Capital of Absolutely Positively Everything. Well, almost.
We never pretended it wasn’t an April Fools. While the point of April Fools’ Day is to trick people – and a few New Zealand companies pulled out some stellar efforts – we felt the concept didn’t really require or warrant that. Also, because April Fools fell on a Sunday we were heavily relying on our own databases and networks for distribution. And naturally anyone who signs up to or follows Wellington, is well smart and wouldn’t fall for it.
There are times when it’s appropriate to feature staff, and others when it’s not. This was the former for two reasons – firstly, budget. This was designed as a low-cost, tongue-in-cheek activity, not a big budget campaign. There was no room for talent fees, so we had to rely on in-house ‘talent’ (and I use the term loosely). Secondly, we were sending ourselves up so we needed to front up. Viewers – including a number of media contacts - responded really well to this.
So, what were the results?
:: Over 5000 views and 36 likes on youtube
:: Over 5200 web page views.
:: Facebook reach of almost 22,000, courtesy of 811 engaged users. There were 67 shares, 203 likes and about 33 comments.
:: A few media mentions – Capital Day, a branded mug video bomb on TVNZ’s Breakfast, and StopPress.co.nz.
:: And of course the bit that we live for, some absolutely positive love for Wellington: