Wellingtonians take life and work personally in campaign to attract Kiwis to live in the capital
Wellington residents are getting up close and personal in an effort to attract more Kiwis to live in the capital.
The Why Wellington campaign, which launches on TV, cinema and online on Monday, portrays everyday life in Wellington and is the latest bid by the capital's economic agency to attract talent and make the city a great place to live and work.
The unscripted promo and series of supporting videos features Wellingtonians talking about their own experiences of living and working in the capital.
It follows Wellington's recent top ranking as one of the best places for quality of life in the world.
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The Wellington Regional Economic Development Agency, which is responsible for the campaign, is mandated by its owners, Wellington City Council and Greater Wellington Regional Council, to advance the prosperity and liveability of the Wellington region.
The agency was responsible for the recent LookSee global talent search that attracted 48,000 applicants for jobs in the tech industry.
The agency's latest domestic promotion follows a similar summer campaign, in which Wellingtonians promoted their city by showing off "authentic" weekends to visitors.
Wreda venues, marketing and destination development general manager David Perks said passion for work was a strong theme among people who moved to Wellington.
"There's something about the energy of Wellington that makes people believe anything is possible from here, and then something about the connectedness they find between people that helps them achieve it."
Encouraging internal migration of New Zealanders to Wellington was good for the whole country, he said.
"New Zealand needs a greater dispersal of population and workforce across our cities and regions, to increase our economic resilience, broaden our national prosperity, and reduce infrastructural pressure on our biggest city.
"Of course, increasing our population creates demand for things like housing in Wellington, but the city is clearly taking a 'plan for growth' approach. By attracting more of the kind of smart, creative Kiwis who will thrive in Wellington, then economically, professionally and socially, everybody wins."
Asking someone to choose Wellington as their home meant establishing an emotional connection first, then building a rational case, he said.
"Changing cities is a big, life-changing decision. It's a decision we know people make very much with their hearts as well as their heads."
Loren Taylor, who directed the videos, said she tried to capture the authenticity of the city.
She was struck by how unguarded, open and "up for it" everyone who took part was.
"Wellington has been my home for more than 20 years. I love its warm heart, its guts and lack of self-consciousness ...
"We wanted to show, in a truthful and intimate way, how it feels to be a human in this place – to arrive, grow, work and belong here."