The previous 'Pretty great, actually' campaign was highly successful, yet it only played for a couple of months.
"The tongue-in-cheek ads opened a rich vein of creative opportunity that still has so much more potential," says Development West Coast destination and tourism manager Patrick Dault.
“For summer we’re continuing the 'Pretty great, actually' creative vehicle but with more personas, more locations, more exposure for operators, along with a broader reach.”
The campaign sets the Coast apart from other tourism regions, Dault explains.
“It makes people stop, pay attention and potentially even have a little chuckle - all changing the perceptions of the Coast and making it top of mind for domestic and Australian travel.”
It is based on perception research commissioned by DWC and on international research conducted by Tourism New Zealand. The research demonstrated that domestic and international visitors are keen to get to know Coasters and the region’s best kept secrets.
The ‘Pretty great, actually’ campaign aims to align visitor and local values around an authentic and unpretentious region.
“We want to overcome audience fatigue and apathy, blandness and generic messaging. We seek to be different in a world where every region is feature-dropping; fighting for the tallest mountain, deepest river and best sunset. With understated landscapes and West Coast personality, we invite visitors to see what the Coast is actually like and how Coasters enjoy the region.”
The summer campaign will target a domestic audience as well as Australia. It is forecast to have approximately 6.5 million online impressions and drive 80,000 visitors to the West Coast website, where they can view more inspirational content about the region, its attractions and tourism operators.
DWC's recent spring visitor campaign accumulated 3.7 million online impressions and drove around 60,000 people to the West Coast website.
The latest visitor spending data from MarketView shows spring got off to a good start on the West Coast, with visitor spending in the region during September 21% above pre-pandemic levels in September 2019.
Monumental Ancestor: Wētā Workshop Unveils New Zealand's Largest Masterpiece
Descendants of the Poutini Ngāi Tahu Warrior Chief, Tūhuru, have travelled to Wētā Workshop in Wellington to bless the first-ever hyper-realistic representation of their ancestor, as part of the eagerly awaited tourism experience, the Pounamu Pathway.Learn more
International visitors and wildlife return to the West Coast
The West Coast has achieved a significant milestone. Not only has international visitor spending surpassed pre-pandemic levels, but iconic hotels are also reawakening and nature is presenting its own spectacle with the return of the endangered Kōtuku and Tawaki penguins.Learn more
Critically endangered Kōtuku return to West Coast for breeding
As the Southern Hemisphere ushers in the spring season, New Zealand celebrates a natural marvel—the return of the critically endangered Kōtuku, or White Heron, to its sole breeding ground in Whataroa on the West Coast.Learn more
West Coast leads the way in New Zealand for housing affordability
We've heard a lot about Kiwi's moving to Australia to escape the high cost of living, but according to the latest data they could be heading in the wrong direction.Learn more
Couple who moved to West Coast say they haven't looked back
Nearly two years ago, Eliza Hood and her family left Gisborne for the charming coastal town of Greymouth. They didn't just find a new home, but also a welcoming community and a surprising economic trend that contrasts with the rest of New Zealand.Learn more