Positively Wellington Tourism's city advent calendar was a smash hit last year, and it has drawn on those findings to create its latest digital marketing campaign – Welly Cable Chase.
The online game comprises a cable car that gets longer (à la that classic, Snake) as the player navigates around the screen chasing Wellington icons like Cuba’s Bucket Fountain, Te Papa and the Brooklyn Wind Turbine. Each icon the user collects is either a useful Wellington tip or an instant prize.
Chief executive David Perks says Welly Cable Chase was created as a fun and creative way to get Wellingtonians in the know about their city and drive traffic downtown, based on learnings from last year's calendar, which saw a record number of visitors to the site.
“Last year’s advent calendar was a huge success. Overall, we had
154,594 visits from 61,572 unique visitors. While the majority of visits
were from Wellington, or other New Zealand destinations, there were
over 9,700 visits from 104 different countries around the world.
“From a tourism perspective that’s a significant reach.”
He says most people remember when Snake was the only game available on many cell phones.
“Snake was simple, fun and addictive. We’ve taken the mechanics of
Snake, applied them to a new medium and given it some Wellington
After playing, users can enter details to be in to win one of five major prizes ranging from free Flight coffee for a year to a weekend in Wellington .