Big Lit­tle City tar­gets Ki­wis

Central Leader - - News - By Jo­ce­lyn Rein

A new $1.8 mil­lion ad­ver­tis­ing cam­paign is hop­ing to bring Ki­wis to Auck­land this win­ter.

Heart of the City hopes its lat­est Big Lit­tle City pro­mo­tion will en­tice New Zealan­ders from all over the coun­try to choose Auck­land as the des­ti­na­tion for their next week­end away.

Heart of the City project man­ager Michele Beaton says the cam­paign fo­cuses on Auck­land as the events cap­i­tal of the coun­try.

“There’s lots go­ing on a lot of the time here,” she says.

“It’s a big city but it’s also quite small and in­ti­mate.

“It’s not like Syd­ney where you have to book one week in ad­vance to get into a restau­rant.”

The am­bi­tious cam­paign is one of Auck­land’s big­gest tourism drives ever and is be­ing funded both pub­licly and pri­vately by Heart of the City, Auck­land City Coun­cil and 20 re­tail­ers, ho­tels and venues such as SkyC­ity and Vec­tor Arena.

The coun­cil fund­ing will come through the CBD tar­geted rate.

The cam­paign kicked off on Sun­day night with a 60 sec­ond tele­vi­sion ad­ver­tise­ment and in the com­ing weeks peo­ple can ex­pect to see a se­ries of the ads on TV and in print.

The ads present scenes from around the city in the morn­ing, as it “gets ready” for vis­i­tors.

They will fea­ture cameo shots from lo­cal per­son­al­i­ties in­clud­ing Boh Runga, Peter Gor­don, Denise L’Es­trange-Cor­bet and Gary Langs­ford.

Heart of the City chief ex­ec­u­tive Alex Swney says the cam­paign has been thor­oughly re­searched and is de­signed to boost Auck- land’s com­mer­cial and tourism fu­ture long-term.

“It’s an in­vest­ment in Auck­land and all the great things that our city has to of­fer its vis­i­tors, Mr Swney says.

“The way the world econ­omy is, and with lower in­ter­nal trav­el­ling costs and a weak Kiwi dol­lar, Auck­land rep­re­sents top value com­pared to an over­seas hol­i­day.”

Warm wel­come: Heart of the City’s new ad­ver­tis­ing cam­paign pro­motes Auck­land as the coun­try’s events cap­i­tal.

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