The joint venture campaign “Inspired by Wellington” was created by Tourism New Zealand in partnership with Positively Wellington Tourism* and Destination Marlborough. Part one of the campaign saw Messina founder Nick Palumbo descend on Wellington for inspiration to create a limited edition ‘Sweet as’ flavour.
The innovative campaign that launches today across online and social channels highlights Wellington’s diverse and unique experiences, all within walking distance.
Nick Palumbo said ‘Sweet as’ will give Australians a real taste of Wellington’s creativity.
“The flavour is a smoked peanut gelato, layered with lychee meringue, passionfruit and gewurztraminer gel which reflects Wellington’s people, places and vibrant culture.
“Wellington is a city I’ve wanted to visit for years. It has a unique feel and vibe, with its varied collections of art, hidden bars and restaurants.
“All these amazing experiences are surprisingly close and set against a beautiful back drop of Wellington Harbour”, Nick said.
Tourism New Zealand General Manager, Australia, Tony Saunders said we’re proud to partner with Gelato Messina.
“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,” Mr Saunders said.
Luke Hawker, a master prosthetic technician for The Lord of The Rings Trilogy, gave Nick 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.
Nick’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.
David Perks, Chief Executive of Positively Wellington Tourism said the project was a perfect match for Wellington.
“Inspired by Wellingtonencapsulates how New Zealand’s creative and culinary capitalcan 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”, Mr Perks said.
The limited edition flavour will be available in Gelato Messina stores for one week from Thursday 12 November.
For inspiration and more information visit newzealand.com/au/campaign/wellington-inspired
*A unit of the Wellington Regional Economic Development Agency