Brief

The Te Kāinga Te Puna media campaign supported the launch of Wellington City Council’s fourth affordable rental development at 49 Boulcott Street, opening in summer 2025.

The goal was simple: make city living feel visible and accessible. The campaign built awareness of the new apartments and drove bookings, ensuring Wellingtonians considering a move could quickly understand what Te Puna offered and how to take the next step.

WCC provided our team with access to the site and each apartment type. This on-site experience allowed us to gain a firsthand understanding of the apartments, enhancing our insight into the requirements and objectives for the campaign.

Approach & Strategy 

The media plan combined targeted digital activity with broad, high-impact citywide visibility. High-performing digital channels formed the backbone of the campaign, supported by radio and digital out-of-home placements to extend reach and maintain a consistent presence across Wellington.

The strategy focused on commuters, active property searchers, and people considering a move to Wellington city. Clear, straightforward messaging highlighted the development, its location, and how to engage - supporting confident decision-making at moments of high intent.

The campaign built on the Council’s social channels, amplifying key messages and keeping paid and owned activity aligned. Council-owned and Te Kāinga platforms worked seamlessly with paid media to create a consistent, recognisable presence across the city. This approach made it simple for audiences to understand the offering and take the next step, turning awareness into action with minimal friction.

Channel selection was weighted toward commuter environments and high-traffic city locations. Digital out-of-home and radio placements reached audiences as part of their daily routines, delivering repeated exposure throughout the week. Digital channels then captured people actively searching for housing information and ready to engage. Together, this approach balanced reach with relevance, efficiently driving registrations and viewings.

outcome

The campaign delivered a standout result, significantly exceeding expectations.

All 80 Te Puna apartments were filled two months ahead of the original target, with demand reaching full capacity well ahead of schedule. Once the campaign objective was achieved, the campaign concluded early, with some media stopped ahead of schedule, resulting in budget savings. This outcome demonstrated the campaign’s efficiency and our commitment to maximising value for the client,

This rapid uptake demonstrated the strength of the integrated approach. By combining clear messaging with aligned paid and owned channels, the Te Kāinga Te Puna campaign successfully turned awareness into action - delivering a meaningful housing outcome for the Wellington community.