Wellington gets tasty with ‘Sweet As’ Gelato Messina flavour

Wellington gets tasty with ‘Sweet As’ Gelato Messina flavour
By Anne Majumdar


Wellington has teamed up with Australia’s much loved dessert brand, Gelato Messina, for a joint venture campaign entitled, ‘Inspired by Wellington’.

The campaign was created by Tourism New Zealand, WhybinTBWA Sydney and Eleven 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.

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

“Famed for its uniqueness and creativity, we’re thrilled to see a New Zealand inspired flavour,” he said.

“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.”

WhybinTBWA Sydney creative director Craig Brooks 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.

“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,” Brooks said.

Positively Wellington Tourism chief exec David Perks added the project was a perfect match for Wellington.

“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,” Perks said.

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, with the gewurztraminer wine 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.

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