Wellington has an identity crisis
Victoria University school of marketing and international business senior lecturer Dr Jayne Krisjanous says that although the brand has been good, it has faded out over time.
Victoria University school of marketing and international business senior lecturer Dr Jayne Krisjanous says that although the brand 'Absolutely Positively Wellington' has been good, it has faded out over time.
"Yes, Wellington has an identity crisis. If you want a brand to mean something and have relevance to a target audience, you've just got to keep it visible. It's lost its meaning, so it's not appropriate to try to rehash it."
New York City's "I love NY" tagline is an example of a marketing campaign that has stood the test of time, she says.
"It's just as relevant today because people actually believe it's true, they really believe in it."
Wellington's universities, film industry and entrepreneurial spirit were excellent by global standards, and could be targeted in future marketing efforts.
"It actually needs a lot of work on its identity, and how it can market itself. We think the mood in Wellington is kind of gloomy at the moment, there's obviously a problem, but we don't think resuscitating an old brand is the answer.
"We can be as good as anyone else on the world stage, anything is possible in a community like this."
See Jayne's article at http://www.stuff.co.nz/dominion-post/news/wellington-report/8793065/With-so-many-fans-the-wind-is-no-surprise