If you’re tired of big city life, this billboard says you should move to Dunedin

Enterprise Dunedin’s new campaign showcases Ōtepoti as the place to be for those wanting to escape bigger-city living.

Launched in partnership with Strategy Creative, the campaign, ‘Dunedin Works Better’, targets working professionals in big cities like Auckland, Wellington and Queenstown, urging them to move to Ōtepoti for a better lifestyle.

It encourages people to reconsider what they should be spending their time doing, reprioritising time wasted sitting in traffic or waiting for the axe to fall in the next cabinet reshuffle.

Instead, Dunedin is the place to be to spend more time getting the dog out for walkies (twice a day even) or get home in time to play with the kids before dinner and hit the surf for dessert.

Life’s too short for traffic

Cr Andrew Whiley, Chair of the Dunedin City Council Economic Development Committee, says Ōtepoti-Dunedin is fast becoming a hub for entrepreneurs, cutting edge companies and innovative startups.

“Exciting things are happening in the fields of technology, health, game development, manufacturing, engineering, and design. We are looking to attract the next generation of talent in these areas and beyond. On top of this, Dunedin’s stunning natural beauty, amazing food scene, and outdoor activities offer a perfect work-life balance,” he says.

“Ōtepoti is known for its high quality of life and the compact nature of the city means you have everything you need in terms of facilities for a place to live, without any of the hassles that come with living in a metropolitan city.

“Life’s too short to be stuck in traffic, spending more time commuting than with the family, and paying for the privilege.”

Memorable messaging

Strategy Creative was appointed the campaign off the back of award-winning work in the place branding sector including branding for the Hasting District Council, Marlborough NZ and D&AD award-winning work for Great South.

Fraser Callaway, Strategy Creative’s Managing Partner, explains, “For me, this was a brief that played to our strength in the place branding and campaign space. We have a proven track record and knack for finding insights that help the work stand out in a cluttered market.”

“We tasked Strategy Creative to come up with a memorable, snappy and succinct campaign to encourage people to move to Dunedin to live and work,” says Enterprise Dunedin Destination Manager Sian Sutton.

“Dunedin Works Better captures the tongue-in-cheek Dunedin tone of voice that is unique to our city brand, while developing new eye-catching assets with memorable messaging. We also wanted to make sure this could be an enduring and evergreen concept that has the flexibility to be adapted and built on in the future, this collaboration with Strategy has achieved just that.”

Know the city inside and out

Design Director Chris Flack adds, “As a born and bred Dunedin man, I couldn’t wait to get into this brief. The key for us was getting the Dunedin tone of voice bang on. It’s easy to motivate people to move when you know the place inside and out and are super passionate about the city”.

Out of home adverts will be placed on bus backs in CBD routes in these centres, on a digital billboard on the Embassy Theatre in Wellington, and will be accompanied by a digital campaign.

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