Let’s quote some of the opinions about the Wellywood sign. First, from Wellington’s morning newspaper: “A cheap, tacky gimmick which has more to do with marketing the airport than the city and threatens to undermine Wellington’s hard-earned reputation for sophistication, creativity and originality.”
The DomPost’s editorial also branded the sign as “laughable.” Other comments are equally derisive. Almost all of them, that is, except from the airport company itself.
“I think it’s f …ing stupid. It is copying a foreign, bullshit glamour idea and it’s the pits of what people can aspire to.” – Geoff Murphy, director of Goodbye Pork Pie.
“I’m disappointed that the airport company has decided to go ahead with this despite knowing that so many people don’t want it.” – Councillor Andy Foster.
“Wellington City Council’s rep on the Airport company is Deputy Mayor Ian McKinnon and for his representation on behalf of the ratepayers he receives an extra $40,000. If Cr McKinnon cannot put up a good argument opposing such tasteless negative branding he really should resign from the airport company.” – Councillor Bryan Pepperell.
“”There are much more important ways to promote the film industry, and creative digital, than with a sign.” Celia Wade-Brown, Mayor of Wellington, who does not support the sign.
“Cringe-making … It’s particularly distressing to see Celia Wade-Brown admitting her total powerlessness.” – The Wellingtonista.
“‘Wellington prides itself on its originality and creativity, and I cannot see how copying someone else expresses either. This is totally contrary to the city’s brand.” – Jack Yan, candidate for the Wellington mayoralty.
“It’s a shame to see how a small group of people at the Airport can propose something that goes against Wellingtonians and their culture.” – William Shepherd, a brand consultant in Los Angeles.
“One of our strengths is our originality and this is a pale imitation of the Hollywood sign which makes us look like try-hards.” – Trevor Mallard MP.
“It seriously undermines all the fantastic work we all as Wellingtonians have contributed over the last decade to make Wellington the wonderful city that it is. Built around, generosity, modesty and self confidence.” – Al Brown.
‘A Wellywood sign is a clear message that Wellington is a ‘must-see’ destination with a really important film industry. – Steve Fitzgerald, CEO of Wellington Airport.
“We need to keep pushing the boundaries.” – Lloyd Morrison, a director of Infratil which owns the airport.
“Can’t we pretend they built it already, but it’s been destroyed in a very specific earthquake? Just show the idiots a receipt.” – Raybon Khan.
“Thinking of drafting the Wellington Airport (Wellywood Sign Prohibition to Save Us All the Embarrassment and Ridicule) Members’ Bill.” – Green MP Gareth Hughes.
“I think that would be a very odd sign to put up.” – Sir Ian McKellen, quoted in April last year.
“If the intention is to promote our film industry rather than merely mimic someone else’s location, then the sign should be Wetawood.” – Jim Hopkins, writing in March last year.