Dunedin doubles down on the real ‘costs’ of big city living in new campaign via Strategy Creative

Turns out the first time hit a nerve. Now Dunedin’s back for round two. Following the success of the first phase of the Dunedin Works Better campaign, Enterprise Dunedin has relaunched its tongue-in-cheek ads. The campaign, developed in collaboration with Strategy Creative, reminds Kiwis stuck in gridlock, battling sky-high rent, or edging towards burnout, that there is another way.

The second wave zeroes in on everyday frustrations familiar to big city dwellers. Traffic gridlock in Auckland and relentless bus lane fines in Wellington are the focus, with bold headlines like: Dunedin = Auckland — this commute or Dunedin = Wellington — the bus lane fines.

The campaign playfully challenges the so-called ‘big city lifestyle’ where salaries get eaten by rent, commutes consume your evenings, and weekends are spent recovering from it all.

“It’s no secret Dunedin isn’t Auckland. That’s exactly the point,” says Sian Sutton, Dunedin Destination Manager. “We don’t do three-hour commutes, million-dollar fixer-uppers, or spending half your life looking for a park. What we do have is time, space, and a lifestyle that works.”

Sutton says Dunedin is building a reputation as a magnet for talent across technology, health, game development, manufacturing, engineering, and design. The city offers coastal playgrounds, affordable living, and streets you can actually get around on.

“People come here for the opportunities, but they stay because life simply works better. You can finish work, surf St Clair, and still be home in time for dinner. Try doing that on the motorway in Auckland,” she says.

The campaign highlights how relocating to Ōtepoti could cost you less in more ways than you think. Fewer traffic jams, lower living costs, and significantly less time spent daydreaming about escaping the rat race.

Billboards and digital ads are live across Auckland and Wellington. These are places where housing prices, hectic commutes, and burnout are all too familiar. And in true Dunedin fashion, the campaign doesn’t take itself too seriously. Stats that may or may not be peer-reviewed (but are definitely quoted by your mate who already lives down South) help make the case for making the move.

“We leaned into the irony and irreverence Dunedin is known for,” says Fraser Callaway, Managing Partner at Strategy Creative. “This isn’t a city trying to be something it’s not. It’s confident in its own identity. That’s what makes it magnetic. The challenge was capturing that Dunedin attitude with a campaign that cuts through and gets a smile.”

Strategy Creative was selected based on a strong record in place-branding campaigns, including award-winning work for Hasting District Council, Marlborough NZ, and the viral ‘Te Anau Time’ campaign for Great South.

“Dunedin has this dry wit and sharp self-awareness. We just tapped into what really frustrates people — sitting in traffic or racking up fines. We let the Dunedin tone of voice do the heavy lifting,” says Chris Flack, Strategy Creative Design Director and proud Dunedin local. “At the heart of it, we just wanted to show people what we already know: this place is easy, energising, and doesn’t take itself too seriously.”

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