Story: Wellington region

Branding Wellington

Branding Wellington

In 1984 the Labour government cut back the state sector, selling many state enterprises and reducing others. Wellington bore the brunt, and thousands of public servants were made redundant. In 1990 the city’s main newspaper group and an advertising agency coined the phrase ‘Absolutely Positively Wellington’ to revitalise the city’s spirit. A marketing campaign highlighting Wellington’s attributes helped transform its image and in 1992 the phrase became the city’s slogan. In the same year this huge banner was hung on the side of the Beehive building at Parliament.

About this item

Alexander Turnbull Library, Dominion Post Collection (PAColl-7327)
Reference: EP/1992/0007/14A-F
Photograph by Mark Coote

Permission of the Alexander Turnbull Library, National Library of New Zealand, Te Puna Mātauranga o Aotearoa, must be obtained before any re-use of this image.

How to cite this page:

Chris Maclean, 'Wellington region - Economic fall and rise: 1976 to 21st century', Te Ara - the Encyclopedia of New Zealand, (accessed 6 December 2016)

Full story by Chris Maclean, published 9 Jul 2007, updated 3 Aug 2015