The rise of Capitalism

Published in New Zealand Marketing, November/December 2011, page 29

Destination marketing often smacks of desperation. But there’s no denying the positive effect the Absolutely Positively Wellington campaign has had on the city — and on the mindset of its inhabitants. Here’s a look back on one of the nation’s most successful, enduring and, as it turns out, completely unplanned town branding initiatives.

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