Welly Cable Chase is based off the classic snake game played on mobile phones throughout the early 2000’s. It gives wellingtonians’ a chance to learn more about their city as they navigate a cable car around the screen collecting Wellington icons such as the Beehive and the Brooklyn Wind Turbine. Once hit, these icons reveal instant prizes or useful downtown Wellington tips, and every player has a chance to win one of the 5 major prizes up for grabs.

But you’ve got to be careful as the cable car grows with every icon you collect and the minute you hit your tail you’re back to the beginning.

The Welly Cable Chase is fun and addictive and was seen on almost every screen in the office after it was launched, and we’re not the only ones to think it’s pretty awesome, with thousands of players entering on the first day there’s already tough competition to get to the top of the leaderboard! Why not test your skills and check out the Welly Cable Chase here!

Such was the response that within a few months the campaign was turned into a classic TVC featuring a true Wellington icon: the guy rollerblading down the street while talking on a massive cellphone.
In 1993 Absolutely Positively Wellington was officially adopted as the city’s brand after it was gifted by Wellington Newspapers. And the logo remains on rubbish bags and parking tickets today.
While many town branding initiatives smack of desperation *ahem, Wellywood, ahem*, the outwardly parochial Absolutely Positively Wellington has helped transform the city into a bonafide cultural destination and, based on recent visitors figures, Lonely Planetendorsements and the success of innovative marketing campaigns like the WLG pop-up restaurant, which has been shortlisted alongside Madame Tussauds and a little tourism attraction called Disneyland in the Asia-Pacific SABRE PR Awards, the ethos still inspires the marketing activity and the organisation’s attitude.