The aim of 'Destination Wellington' is to attract business, talent and investment to Wellington City.
The Council approved 'Destination Wellington' when it signed-off the Long-Term Plan in June, allocating $1 million in 2012-13 and $1.9 million a year from 2013-14.
The Strategy and Policy Committee's decision today represents a significant shift. Until now, Wellington's story has been pitched at tourists. The task for Positively Wellington Tourism and Grow Wellington is to develop a new story that aims to attract new talent and business.
The committee agreed to allocate $650,000 to Positively Wellington Tourism in 2012-13 and $875,000 a year from 2013-14. Grow Wellington will receive $300,000 in 2012-13 and $900,000 a year from 2013-14.
Mayor Celia Wade-Brown says the 'Destination Wellington' model brings together the city's best business and tourism experts, Positively Wellington Tourism and Grow Wellington, to research, develop and tell Wellington's story to the world.
"We will build confidence about Wellington's economic future, jobs and prosperity at home and overseas," says the Mayor.
"Good news about our successful companies in the digital and creative sectors, among others, will attract more companies to locate here.
"This is a big step in boosting the capital's forward impetus and implementing our economic strategy, showing we are a business-friendly Council.
"Together, we can be more effective in telling the wonderful story of Wellington as a great place for talent to work, live, study, invest and visit."
The Council's Economy Portfolio Leader, Councillor Jo Coughlan, says Wellington has an ambitious plan to create 10,000 jobs by 2015.
"We must build on our reputation as an innovative, competitive capital city and get out and hunt new business, talent and investment. We need to tell that story and make it clear that Wellington is open for business," says Cr Coughlan.
"It's critical that we have a bold plan for growth. 'Destination Wellington' is a central plank of our Economic Development Strategy and today's decision is the first step towards marketing Wellington as an international business investment destination."