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Going global in New York
Did you hear about the time we dropped a giant ESC computer key into the middle of New York City?
Going global in New York
Did you hear about the time we dropped a giant ESC computer key into the middle of New York City?
In 2023, we worked with WellingtonNZ and EightyOne to help bring this epic idea to life as part of an international visitor attraction campaign to entice New Yorkers looking for a better work-life balance to consider Wellington, New Zealand's capital city.
The custom built two metre high Esc key landed in New York’s Big Screen Plaza, where curious passersby could press the huge button and be matched with live job vacancies in Wellington. Each person received a “ticket” to find a better life-work balance in Wellington, which included a link to a website showcasing why Wellington is the capital of life-work balance.
Attracting national and international headlines, the Esc(ape) to Wellington campaign saw thousands of jobs advertised to New Yorkers, and some pretty epic new(er) Wellingtonians share their love for not only New Zealand’s capital city but also the country’s capital for work-life balance.
An award-winning broadcaster turned senior government advisor, Jacinda has spent over two decades in media and communications. She founded Thorn PR in 2019 to build the kind of PR agency she always wanted to work with — no spin, no ego, just smart people doing great work that matters.
She’s worked in newsrooms, political offices, and behind the scenes of some of New Zealand’s most high-profile media moments. Her specialty? Sharp strategy, strong storytelling and telling it straight.
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