Christchurch Mayor Bob Parker is a busy man these days, shifting from one Australian city to the next, appealing for some of Australia’s big things to be showcased in his own city. Ever since the February 2011 earthquake, there has been a significant drop in Australian tourists in the New Zealand city of Christchurch. While tourists from other major countries have been returning back, Australian tourists are few and far between; a worrying statistic that the mayor of Christchurch is determined to correct.
Christchurch and Canterbury Tourism is launching a new two part creative advertising campaign that is directed to address the problem of dwindling Australian tourists, one of Christchurch’s largest international markets.
As the first part of this campaign, Christchurch Mayor Bob Parker is visiting some of the Australian cities in a three part video and asking them to lend him their Big Things so that Aussies can feel more at home when they visit Christchurch. These Big Things include the Big Merino in Goulburn, Queensland’s Big Pineapple and the Big Chook in Mount Vernon. The intention is to have Australians start to speak about Christchurch once more and generate a bit of buzz around the city.
Expressing his desire to woo Australians back to Christchurch and make them feel more at home, Mayor Parker expresses that Australia is a place of big things, big ideas and big pineapples; and that Aussies are big hearted people. He intends to bring some of these big stuffs back to Christchurch on loan so that when Aussies visit the city they don’t feel they are away from home. These videos will be uploaded and shared on major websites along with an open letter of appeal to be published in major Sydney and Melbourne dailies.
Following the first phase and an expected buzz to be created by it, the second phase of the creative campaign will be around the Discovery Stream. To be launched in October, this innovative idea will be all about visitors to the city talking about it and their experiences, in real time. The micro site reimagined.christchurchnz.com will be the hub where every bits and pieces shared by travelers will be published. All posts from Twitter and Instagram when tagged with #chch will be pulled and then shared on the micro site. Travelers will also be encouraged to share their feedbacks and images that they shoot on their trips on Facebook. Along with the digital campaign, travel agents in the city have been intimated so that they encourage travelers to share more of their photos on Facebook and other websites.
To lend their hand in this massive campaign and to provide their support, Jetstar is offering special promotional fares for their one-way Sydney-Christchurch and Melbourne-Christchurch flights at $119 and $129 respectively. All seats booked between September 26th 12:01am and September 30th 11:59pm for flights between October 24th to December 5th 2012 will be eligible for the promotional price.
On the occasion of lending their support to the Christchurch Reimagined campaign, Jetstar Australia and New Zealand chief executive David Hall was visibly thrilled. He mentioned that that Jetstar is building on the one million passenger target to and fro Christchurch that they achieved last fiscal year.