(Updated) Heart of Auckland City last night launched a $1.8 million campaign tonight to encourage domestic tourism. Collaborating with agency Colenso BBDO and media buyers OMD, the organization is calling on New Zealanders to visit Auckland and for Aucklanders to take pride in their city.

The campaign, which involves a 60-second TVC and two 30-second brand ads as well as print in the major daily newspapers, will run in its first phase through to July 25. A second phase will run from October to early December.

See the 60-second TVC here.

The TVCs will run in high-profile slots on TV One, TV2, TV3 and Prime. It uses a two pronged approach: one, a tactical call-to-action, playing up Auckland’s events and time-sensitive attractions; two, a new Auckland “brand” to encourage Aucklanders to be proud of their city.

The TVCs feature (unpaid) cameos by celebrity faces such as Peter Gordon, Boh Runga, Gary Langsford and Denise L’Estrange Corbet as well as “everyday people” – from a butcher to a waiter, fisherman, baker and sailors.

The campaign will enjoy the assistance of 20 partners, including hotels and retailers. Auckland City Council, The Edge, Sky City and the Auckland Museum are just a few taking part – as is Air New Zealand, although it currently has chosen not to work with any other regional tourism operators.

The campaign also features on the aucklandnz.com website as well as a new Big Little City site, where users are provided with a directory of general city information as well as special deals offered by the partners.

Colenso BBDO has held the Heart of Auckland City account for the past year and a half after the organisation approached the agency based on the strength of its current clients Tourism Auckland and Air New Zealand. Pead PR holds the public relations account.

Heart of Auckland City CEO Alex Swney said the campaign was well-grounded in research that indicates events are a key drawcard to get tourists into a city.

In addition, Aucklanders have “urban issues” to overcome, although the city has an advantage in that it’s a small city. Hence the campaign’s main sell line “big little city – open daily”.

“We wanted to create a high-profile destination campaign for the city,” Mr Swney said. “And we want our 1.5 million Aucklanders to feel proud of their city.”

Mr Swney said the ad campaign was not a reactionary move due to recession but rather a long-term strategy. However, the move is timely. Initially a July launch date had been discussed, but after many partners implored it be done sooner, the date was moved earlier to May.

Indeed, tourism marketers around the world are shifting their focus closer to home, encouraging domestic tourism as international travel suffers.

Heart of Auckland City will be tracking the impact of the campaign, including research before, during and after the activity. Results from bookings through the website will be collated, as will any uptake on ticket sales to events.

Images from the campaign: