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Positively Wellington: Escape to Wellington
In the crowded short-break tourism market, a game can really cut-through.
Positively Wellington, who market Wellington as NZ's premier tourism destination, target east-coast Australians to promote Wellington as a short-break destination. With a vibrant cultural centre, harbour, near-by wine country and outdoor activities to explore, their typical visitors are affluent, time-poor singles and couples. In a campaign comprising a beautiful TVC to generate awareness, they also needed an online component that would drive users to the wellingtonnz.com site and encourage them to sign up for their newsletter. So they briefed us on a game.
A web game, embedded on the Tourism Wellington site.
Firstly, we looked at the three main areas promoted by Positively Wellington: the city, the harbour and surrounding wine region. Then we looked at the beautiful design of the TVC and created a game that combined the two. 'Escape to Wellington' is a level based game in which players fly a hot air balloon over each of the three main areas of Wellington - one area per level. Along the way, they can collect 'power-ups' in the form of Wellington experiences - wine bottles on the wine region level, theatre tickets on the city level and so on. At the end of the game, players are invited to enter a competition to win a Wellington trip where their data is collected and they are also invited to sign up to the newsletter. The higher their score in the game, the greater the number of entries into the competition. Facebook Connect integration allows players to easily share the game with their friends.
Thursday, September 1, 2011