To reinforce the family-friendly theme, we created a new logo using a palette of bright primary colours and hand-drawn illustrations. For print and large-scale digital ads, we paired the logo with minimal copy. This would maximise readability on billboards in high-traffic areas.  

Speaking of outdoor stuff, strategic media placement was key to getting Wellingtonians out an about on New Year’s Eve. Our messaging saturated the Courtenay Place precinct and included street posters, bollards, venue displays and billboards in high-traffic areas further afield. Physical media was bolstered by a radio blitz in early December and regular social media promotion Whew!