Building off the insight that the compact city of Wellington provides a less stressful life-work balance than London or New York, we invited our audience to ‘escape to Wellington’.

But we needed something that people (and the news media) couldn’t miss. A giant “Esc” key in the middle of Manhattan invited passing workers to click and discover job vacancies in Wellington displayed on a huge digital screen.

The New York activation formed the heart of a social and PR campaign targeting US and UK talent. Candidates were directed to a website featuring stories of those who have already made the move.

With an overwhelmingly positive response on social media, the campaign helped put Wellington on the world stage like never before.