Driving visits and spend during winter - our winter campaign is here
Our annual winter campaign launched this week to inspire more people to visit the city centre during the quieter months.
The three month campaign kicked off on 1 July and will run until the end of September. It builds on a sum of the parts approach, to profile the city centre's different neighbourhoods and precincts. The video above is an example of some of the digital content created for the campaign.
The campaign will inspire more people to visit the city centre during winter by showcasing the unique aspects of the heart of the city – from our world-class dining and nightlife to the vibrant waterfront and diverse array of shops, galleries, arts and entertainment.
The campaign also highlights the stellar event line up for the coming months including American Express Restaurant Month, NZ International Film Festival, NZ Fashion Week and ATEED's winter festival Elemental AKL.
Our annual winter campaign has proven to be an effective way of improving understanding and perceptions of the city centre, with a post-campaign survey conducted after the 2018 winter campaign revealing:
- 90% of respondents said the campaign made them feel the city centre was aspirational, cultured and vibrant
- 78% felt that the city centre was more appealing
- 76% felt they knew a lot more about what the city centre has to offer
- 87% felt motivated to visit the city centre as a result of the campaign with a significant increase in those who felt ‘extremely motivated’ (up 36%)
The 2018 winter campaign saw spending increase 2.5% compared with winter 2017 (up 9.5% over two years when compared with winter 2016).