"You would in Wellington" has become the new slogan for a campaign to bring visitors to the Capital.
WellingtonNZ has launched its campaign to lure visitors to the city over winter, inviting guests to discover something new about themselves - and Wellington.
"Would you do something you've never done before? Eat something different, wear something unusual - would you go somewhere new?" the campaign asks. "You would in Wellington."
WellingtonNZ's destination, marketing and communications general manager Todd Barberel said they want to show people Wellington is the ideal place for a winter break.
"It's a hugely diverse and vibrant array with something for everyone and sums up exactly why our new campaign emphasises trying those things you've always wanted to do but never have," Barberel said.
The campaign features a video depicting a story of two people who embark on a whirlwind of experiences in the capital including taking a dip at Oriental Bay, seeing a show at the St James Theatre and shopping at boutique thrift stores in Cuba St.
"The one thing Wellington never is, is beige. Everyone who touched this was passionate about embracing our city's quirks and charms; and letting that shine through in the positioning. Rather than simply being about the place, it's about people, and the effect that Wellington has on you, as a visitor or local," chief creative officer Brigid Alkema said.
"Wellington is unique, fun, proud, different, and we're looking forward to unfolding that story with WellingtonNZ over the coming years, with You Would in Wellington."
The video is directed by Louis Sutherland of Wellington production company Honeymoon Films, who said he wanted to bring through the city's sense of fun.
"Here you can walk into any place and a stranger can become your best mate. We worked with a lot of everyday people on this project, from the cast to the locations, and everyone was so friendly and accommodating. Having travelled a lot with mahi, it was great being home and feeling that sense of camaraderie that fills our city," Sutherland said.
Barberel describes the campaign as "cheeky and fun" with a visit to Wellington offering "a way to express our inner desires".
"We know that Wellington has a way of getting under people's skin and this campaign captures the effect the city has on people."
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