Wellingtonians are being wooed to Nelson for a winter weekend to enjoy three events.
A billboard by the capital's waterfront entices passersby to "See Nelson in a New Light".
It's an invitation to enjoy the Light Nelson festival, Art Expo Nelson and the Nelson Winter Festival which are on during the weekend of July 11 to 13.
The promotion has come about in a joint venture between the events and and NMIT Creative Industries.
Nic Forster from Art Expo Nelson suggested they combine their efforts.
"We had to move our event because of the Trafalgar Centre closure and when the Saxton Stadium was available it just happened to coincide with Light Nelson and the Winter Music Festival. Our events strategy funding asks us to buddy up with other events if possible so we called a meeting with the others and decided to ask Nelson Tasman Tourism to manage the campaign as an overarching entity."
NTT runs a winter campaign each year to encourage visits in the off-season, and domestic marketing manager Angela Hunter said the timing of the three events taking place simultaneously was a gift.
"These events provide a strong call to action for people to visit the region in winter, and because they coincide with the school holidays we anticipate families will explore other activities and attractions in the region as part of their visit."
NTT chief executive Lynda Keene said by partnering with the winter events and combining everyone's marketing budgets, Nelson Tasman Tourism had been able to achieve a much heavier weight campaign.
"We are also fortunate to have strong relationships with Interislander, Air New Zealand and Palmerston North Airport who have also contributed to the campaign."
The graphic designers behind the campaign and design of the billboard in Wellington are NMIT students Katy Sinnott and Amber Clark who are both in their final year of the Bachelor of Arts & Media (Visual Arts & Design), specialising in graphic design and visual communication.
The opportunity for them to be involved in the development of a real-life campaign provided invaluable experience, said David James, NMIT's creative industries programme area leader.
"The Creative Industries encourages students to engage in real-world projects in the community and industry, and this year students on the Object Design course are also making collaborative light sculptures for Light Nelson to feature on the Light Walk and in the Creative Industries building."
Light Nelson chair Brian Riley said partnering and pooling their resources had been pivotal in being able to promote Nelson as an attractive destination.
He hopes Wellington motorists going past the lit-up billboard in the winter darkness will decide to take a trip over the Strait.
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