WellingtonNZ’s campaign ‘Escape To Wellington’ offers escape for New Yorkers

Ever dreamt of being able to hit the escape button and be transported to a new life? Well, WellingtonNZ is almost making this a reality with a campaign designed to entice Americans to consider a move to New Zealand.

The international campaign, ‘Escape To Wellington‘ has resulted in almost 1000 people submitting registrations of interest following the installation of a giant Escape computer key in the heart of New York City.

The custom-built ‘Esc’ key was placed in a central Manhattan plaza earlier this month, with curious passersby invited to press the huge button and be matched with personalised live job vacancies in Wellington on a huge billboard screen nearby. They were also shown compelling imagery of the diverse lifestyle benefits that working in the region offers. Every participant received a “ticket” inviting them to a better life-work balance in Wellington, which included a link to a website showcasing why Wellington deserves to claim this title and featuring stories of those who have already made the move.

As of today 927 people had submitted the form on the campaign’s landing page, wanting to follow up on the experience and find out more about living and working in Wellington.

John Allen, WellingtonNZ CEO, says New York was chosen as the site of the activation due to North America being a key talent market for Wellington.

“It has a large pool of skilled tech, science, creative workers and beyond and is also a key visitor market for our city,” he says.

“Globally mindsets are shifting after a momentous few years, with people considering what they want from life. This campaign is the perfect opportunity to help them consider a better life-work balance in Wellington – the creative, connected, and compact capital where there are great jobs and lifestyles in equal measure.”

Following its New York launch earlier this month, the campaign will be live throughout the rest of August, targeting audiences across the US, and into the UK via a targeted multi-channel digital campaign and valuable partner networks. For more information on the Esc to Wellington campaign, head to WellingtonNZ.com/Esc.

Credits:

EightyOne – Creative agency 

EightyOneM – Media agency 

Improv Everywhere – Activation and Production Agency 

M Booth – PR Agency (US)

Thorn PR – PR Agency (NZ)

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