Tourism NZ inspires new Gelato Messina flavour – part of latest campaign via Whybin\TBWA Sydney

New Zealand’s coolest capital Wellington just got cooler in a unique collaboration with Australia’s much loved dessert brand, Gelato Messina.

The joint venture campaign ‘Inspired by Wellington’ was created by Tourism New Zealand, Whybin\TBWA Sydney and Eleven in partnership with Positively Wellington Tourism* and Destination Marlborough. Part one of the campaign sees Messina founder Nick Palumbo descend on Wellington for inspiration to create a limited edition ‘Sweet as’ flavour.

WATCH THE VIDEO

The innovative campaign that launches today across online and social channels highlights Wellington’s diverse and unique experiences, all within walking distance.

Tourism New Zealand general manager, Australia, Tony Saunders said they’re proud to partner with Gelato Messina.

Says Saunders: “Famed for its uniqueness and creativity, we’re thrilled to see a New Zealand inspired flavour. Australia is a priority market for Tourism New Zealand and this campaign showcases the essence of what makes the Wellington region special. The Wellington and Gelato Messina collaboration is the first in a three-part series to promote Wellington, Wairarapa and Marlborough.”

Craig Brooks, creative director Whybin\TBWA Sydney said it was an ideal partnership for one of Sydney’s most innovative chefs to be immersed in the sights, tastes and sounds of Wellington.

Says Brooks: “We wanted to offer Australians the chance to sample the uniqueness of New Zealand in a completely new way, to share Nick Palumbo’s excitement for the beautiful country across the Tasman.”

David Perks, chief executive of Positively Wellington Tourism said the project was a perfect match for Wellington.

Says Perks: “The ‘Inspired by Wellington’ campaign encapsulates how New Zealand’s creative and culinary capital can ignite your imagination.

“It’s fantastic to see how Nick has translated his experience into a product that Australians will love – as much as our city.”

Luke Hawker, a master prosthetic technician for The Lord of The Rings Trilogy, gave Palumbo an exclusive tour of the famous Weta Workshop responsible for the incredible movie characters.

The pair also visited the surreal World of WearableArt event where fashion, art and theatre collide.

Palumbo’s experience was then rounded off with a wine tasting tour by owners Poppy and Shane Hammond of Poppies vineyard in Martinborough. Poppies’ gewurztraminer wine has been used to create part of Messina’s final flavour creation.

The limited edition flavour will be available in Gelato Messina stores for one week from Thursday 12 November.

View the campaign hub here.

Advertising Agency: Whybin\TBWA Sydney

PR Manager: Lauren Coughlan