WellingtonNZ / USA / 2023Experiential
Esc to Wellington.
Wellington's economic development agency placed a giant escape key in New York to tempt workers to relocate to New Zealand's capital.
- Brand
- WellingtonNZ
- Agency
- Eightyone
- Market
- USA
- Region
- Global
- Year
- 2023
The challenge
Wellington needed to attract talent in tech, hospitality and entertainment from overseas markets.
The idea
A huge pressable 'ESC' key in a Manhattan plaza triggered job search content, while a large screen showed Wellington's work-life balance. Footage from the event fuelled paid social in the US and UK, directing people to a site with jobs and visa information.
Case study source: Activation Ideas Source ↗
