Pssssst … Did You KNOW?
15 May 2008
You may have noticed something new on Wellington’s streets – adshels that whisper to you?! Positively Wellington Tourism is the first in New Zealand to utilise this cutting-edge new marketing technology.
“It’s about having a bit of fun with our marketing, and creating something different that gets people talking,” says Tim Cossar, CEO of Positively Wellington Tourism.
The adshels are part of the KNOW campaign, which gives Wellingtonians specific reasons to visit the Downtown area. It involves a fortnightly e-newsletter, and more recently, a weekend Downtown car parking offer in association with Wilson Parking, called Weekend Parking for Those in the KNOW.
The Whispering Adshels are part of an acquisition campaign to gain new members for the fortnightly e-newsletter. The adshels can be found at three locations around town, and will be in place until mid-May.
How does it work? The whispering adshels ‘whisper’ out teaser tid-bits such as “Hey you! Do you want to know something that no one else knows yet? There's a really good restaurant opening up down the road …”. But instead of giving the answers, people are directed to look at the adshel poster and sign-up for KNOW e-news, if they want to know more!
The Whispering Adshel campaign is the first in New Zealand to use Adshel's new Create Sound shelters. Each adshel Create Sound shelter plays sound through a concealed sound unit within the advertising panel, which is activated by a motion detector and runs on a continuous loop.
“We’re hoping this will capture people’s interest, and make them so curious they just have to sign up for the e-newlsetter!” says Tim.
The KNOW e-newsletter has been a real success since it was launched in early 2006. Research shows that 76% of people have acted as a direct result of reading something in KNOW. The KNOW e-newsletter currently has 8,000 subscribers. Positively Wellington Tourism aims to attract 2,000 new subscribers, with the help of the Whispering Adshels.
Visit our KNOW section and sign up today!
