After the setbacks of the 1987 stock market crash and the epic Sesqui fail of 1990, Wellington was at a low ebb. Ian Wells, renowned general manager of Wellington Newspapers, had other ideas. Together with ad agency Saatchi & Saatchi he concocted the insanely optimistic Absolutely Positively Wellington campaign of which The Evening Post became the launch pad. The brand was soon adopted by the City Council and lives on to this day. It’s done much to make Wellington into a self-appointed cultural Mecca and all-round hipster nerve centre. More importantly, you could also argue that we wouldn’t have become New Zealand’s Craft Beer Capital without it.