Enterprise Dunedin encourages city-weary folk to move south in new campaign via Strategy Creative
Enterprise Dunedin has launched its new campaign ‘Dunedin Works Better’ in partnership with Strategy Creative. The campaign aims to attract talented professionals who may be dissatisfied with bigger-city living, urging them to move down South for a better lifestyle.
The ‘Dunedin Works Better’ campaign positions the city as the place to be if you want to spend more time getting that dog out for walkies (twice a day even) or get home in time to play with the kids before dinner and hit the surf for dessert. As they say, ‘work to live, don’t live to work.’
Cr Andrew Whiley, Chair of the Dunedin City Council Economic Development Committee, says Ōtepoti-Dunedin is fast becoming a hub for entrepreneurs, cutting edge companies and innovative startups: “Exciting things are happening in the fields of technology, health, game development, manufacturing, engineering, and design. We are looking to attract the next generation of talent in these areas and beyond. On top of this, Dunedin’s stunning natural beauty, amazing food scene, and outdoor activities offer a perfect work-life balance.
“Ōtepoti is known for its high quality of life and the compact nature of the city means you have everything you need in terms of facilities for a place to live, without any of the hassles that come with living in a metropolitan city.
“Life’s too short to be stuck in traffic, spending more time commuting than with the family, and paying for the privilege.”
The campaign highlights if you move to Dunedin, you might find living costs less in more ways than you thought. It encourages people to reconsider what they should be spending their time doing, to reprioritise, and to reclaim that time wasted sitting in traffic, commuting to and from work, or waiting for the axe to fall in the next cabinet reshuffle.
Strategy Creative was appointed the campaign off the back of award-winning work in the place branding sector including branding for the Hasting District Council, Marlborough NZ and D&AD award-winning work for Great South. The viral campaign which involved creating a new timezone for Te Anau – made them the perfect fit to partner with Enterprise Dunedin on this work.
Says Fraser Callaway, Strategy Creative’s Managing Partner: “For me, this was a brief that played to our strength in the place branding and campaign space. We have a proven track record and knack for finding insights that help the work stand out in a cluttered market.”
“We tasked Strategy Creative to come up with a memorable, snappy and succinct campaign to encourage people to move to Dunedin to live and work,” says Enterprise Dunedin Destination Manager Sian Sutton. “Dunedin Works Better captures the tongue-in-cheek Dunedin tone of voice that is unique to our city brand, while developing new eye-catching assets with memorable messaging. We also wanted to make sure this could be an enduring and evergreen concept that has the flexibility to be adapted and built on in the future, this collaboration with Strategy has achieved just that.”
Chris Flack, Design Director at Strategy adds: “As a born and bred Dunedin man, I couldn’t wait to get into this brief. The key for us was getting the Dunedin tone of voice bang on. It’s easy to motivate people to move when you know the place inside and out and are super passionate about the city.”
The tongue-in-cheek campaign, with stats that may or may not be from reputable sources (like your mate who already lives in Dunedin), takes aim at Auckland, Wellington, and Queenstown where people will be feeling the squeeze on housing prices and free time.
Out of home adverts will be placed on bus backs in CBD routes in these centres, on a digital billboard on the Embassy Theatre in Wellington, and will be accompanied by a digital campaign.
