The "Dunedin Works Better" advertising campaign was launched by Enterprise Dunedin in late January, lauding the benefits of small city living and encouraging a move south.
Adverts promoting Dunedin appeared online and on billboards and buses in Auckland, Wellington, and Queenstown — some featuring statistics "that may or may not be from reputable sources, like your mate who already lives in Dunedin," a press release said at the time.
At Wednesday’s economic development committee meeting, Dunedin destination manager Sian Sutton said it had been a small but successful campaign.
A council spokesperson later confirmed $10,000 was spent on its development and $15,000 on implementation.
"The team is currently working on a second iteration of that campaign because we think, from a live-work perspective, it's a really effective, poignant campaign," Ms Sutton said.
It had been well received in New Zealand and there had been anecdotal international feedback as well, she said.
"It's a little bit tongue-in-cheek as per our brand, but, you know, it says what we clearly want and what we clearly are."
Committee chairman Cr Andrew Whiley said the campaign had "sparked a lot of interest" — he had been asked "what the hell" Dunedin was doing taking over a Wellington billboard.
Cr Christine Garey said she was astonished at how little the campaign had cost.
"Love the campaign, great job."
The spokesperson said it was too soon to talk about the details of the expanded campaign.
"We’ll have more to share when it is ready to roll out."
