ChristchurchNZ Update - Loren Heaphy, GM Destination & Attraction - Tourism New Zealand
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ChristchurchNZ Update Loren Heaphy, GM Destination & Attraction
Once in a 100 HOW BAD IS IT?
year event • Likely recession deep into 2021
• Bigger than the Global Financial Crisis
• Collapse of global confidence
Impact to date - Canterbury
• Since lockdown: 3,500 additional people receiving Likely impacts:
job seeker allowance – 24% increase • Job losses – lower incomes, greater poverty
• 12% decline in jobs advertised online in March and inequality
2020 quarter • Sector and business failures (esp SMEs)
Most impacted • Lost and stalled investment
• Negative impacts on people’s wellbeing –
• Tourism (retail, hospitality, accommodation)
stress, mental health
• SMEs
• An economic reset
• Vulnerable workforces
Tourism by the
numbers
HOW BAD IS IT?
ChristchurchNZ RTO • Loss of iconic tourism products both large and
• 69,600 employees small
• $4.9 billion GDP • Wide impact on not just tourism, but events,
hospitality and city amenities
• 16.4% direct impact on the
Canterbury economy • Impact on property market due to Airbnbs
being released back into residential market
• 8,800 businesses
• International arrivals likely to be delayed for 12
– 18 months
Winter School Holiday Visitation
• Up 11,890 visitors over the
same holiday period in 2019
• 30.7% YOY increase in
domestic visitation
• Second highest destination
by volume
Source: DataVentures School Holiday Report
Economic recovery starting point
• Cities and regions that are coordinated and have a clear roadmap for recovery will be best placed to succeed
• It’s early days: We are seeking to balance necessary and urgent response activity, with effectively developing
recovery planning and further actions as we learn more
We have a strong base for recovery:
• Communities with a track record of adaptability and compassion in the face of adversity
• A diverse economy and region – with many strengths including Food and Fibre, Health, Manufacturing, Engineering
and Professional Services as well a large creative community
• Attractive city – new infrastructure; high amenity; affordable housing, natural landscapes
• Strong local and national partnerships and leadership (strong iwi, committed local government, invested
connected private sector)
Three Horizons
CITY ECONOMIC RECOVERY ACTIONS
RESPOND RECOVER REPOSITION
Help businesses survive Drive equitable recovery Usher in a sustainable future
Urgentaction: Support business Retain and createjobs, maximise city Accelerate activity that positions Christchurch with
survival, save jobs and keep as much resources and investment, and support confidence and delivers intergenerational wellbeing
of the economy functioning as possible economic regrowth aslock-down through a smart, sustainable and future focused
restrictions ease. economy
Now 2025Economic Recovery
KEY ACTIVITY STREAMS
RESPOND RECOVER REPOSITION
Business survival Productiveinfrastructure Confident city
Support businessesto Provide pipeline certainty and identify Embed strong city identityand develop city
survive andrestart transformational projects across public and projects in line withidentity
private sector
Smart sustainable city
Buy local City vibrancy and visitoreconomy Intergenerational wellbeing, globally
Retain and grow spending and Reactivation of sustainablevisitor competitive, business and investor ready,
manufacturing to support local economy and visitorspending economic equality, further development of the
jobs
Māori economy, focus on innovation, productive
Labour markettransition
industry cluster activation, low-carbon
Unemployed to trainingand jobs
economy.
Now
Now
2025
2025Alert Level and Strategic Response Possible Visitor Tactical Activity Phase
Global Economy Markets/Audiences &
Status Timeframes
Alert Level 4 LOCKDOWN/ELIMINATE. Contain None. Lockdown possible through Deemed inappropriate to undertake Little to no
pandemic, full lockdown. No movement to May - unknown. marketing. Focus instead on supporting communication except
allowed. industry, operator training and central emergency response.
government advocacy.
Alert Level 3 RESTRICT. Contain pandemic, partial Local. Encourage online shopping and Plan/Book - Local
lockdown, minimal movement allowed. #supportlocal, some social media of
inspirational imagery and “dream phase” Dream now travel
travel planning for other audiences. later (All other
markets)
Alert Level 2 REDUCE. Border restrictions and events Local and South Island. Pivot tourism product for local and Dream –Trans-
not permitted, but domestic travel domestic audiences. Tasman
allowed. Retail and hospitality allowed.
Development of more localised itineraries Plan – Domestic
which require less planning and allow for
safer, socially distant travel. Book – South Island
Alert Level 1 PREPARE. Some border restrictions and Domestic. Target new visitor If public health allows, reinstating major Dream – International
some events >500 permitted, but audiences such as multi- events calendar to increase community
internal movement within country generational family groups, NZ wellbeing and drive domestic visitation. Plan - Trans-Tasman,
allowed. Retail and hospitality allowed. ethnic groups (China/India), NZ Domestic
based corporate incentive travel Reinstate Business Events.
Air New Zealand resume greater flight Book – South Island
and staycation couples’ retreats.
volumes. Continued content creation and digital
Possible Trans-Tasman travel engagement with offshore travel trade and
(“Australia bubble”). NZ based Inbound Tour Operators.
Partnerships with outbound travel agents to
redirect international travel locally.
Alert Level 0 – Some border protection may still be in Possible scenario in 12 months’ Reinstate full major events calendar. Dream – International
International place, but mostly Covid-19 has been time. Probable focus still on
markets and eradicated through a vaccine. Global Domestic and Trans-Tasman, and Travel trade activity re-starting. Digital Book – Trans-
economies still at impact is now more economic than buoyant economies – China and webinar training with international travel Tasman, Domestic,
risk health. USA. Youth first market to rebound agents if not physically in market. South Island
Alert Level 0 – Business as usual when vaccine in Possible scenario in 18 – 24 Timing, type and level of activity may vary Dream/Plan –
International place. Probable shift in what key months’ time. Rebuild phase. by sector (e.g. Premium vs Backpacker) International
markets stable and visitor markets look like. Possibly Continued Domestic and Trans- and market.
travelling reduced flight and cruise connectivity Tasman focus, followed by China, Plan/Book – Trans-
until industry rebounds. USA, Singapore, South Korea, Diversification of markets critical to long Tasman, Domestic,
Japan. (Subject to variables in term success. South Island
flight connectivity and recovery)Focus for the year • Domestic stimulus through marketing • Drive demand for travel through major and business events • Keep offshore markets alive • Build industry capability and support SMEs building maturity • Reinstate ambassador programme in absence of iSITE • Reshape Tourism Business Partnership programme • Strategic leadership support within wider Canterbury
ChristchurchNZ STAPP Fund
Destination Marketing
A true partnership
CHC
The Strategy
Hurunui
Christchurch. Your basecamp for Kaikoura
exploration. Selwyn &
Waimakariri
Banks
Peninsula
Christchurch
West Coast
Timaru
Mid
Canterbury
Mackenzie
Hub & SpokeExploreCHC to align with and complement TourismNZ
activity
Dream
Plan
BookCampaign At A Glance
Campaign Timings 10 Destinations Profiled 9 Content Themes across
Phase 1 – 1 July – 17 Aug - Christchurch City 18 itineraries
Phase 2 – 7 Sep– 18 Oct - Akaroa - We want a family holiday
Phase 3 – 18 Oct – 30 Nov - Selwyn - We want a romantic break
Target Markets - Waimakariri - We want to see a revitalised
city (2- and 3-day options)
- Primary – Auckland, followed by Wellington, Hamilton - Timaru
and Tauranga - We want an adventure
- Mackenzie
- Secondary – Greater Christchurch - We want to experience
- Mid Canterbury something unique
- West Coast - We want to see amazing
Target Audiences scenery
- Hurunui
- DINKs - We want the perfect Kiwi road
- Kaikoura trip
- Young Families
23 videos + 150 photos & 100+ artworks - We want to chill and relax
- Adventure Seekers
- Mackenzie, Mid Canterbury & Chch - We want the best food and
- Silver Surfers drink
- Hurunui, Kaikoura & Chch
$250k Media Amplification - West Coast & Chch
- Media spend across traditional media and House of - Christchurch & Akaroa
Travel partnership
- Broadcast TV, Billboards, OnlineCampaign Creative
EXPLORE CHC Video - 4 Hero Trips
FRIENDS ON WEST COAST + CHCH FAMILY IN AKAROA + CHCH
FAMILY IN MACKENZIE, MID CANTB, COUPLE IN HURUNUI, KAIKOURA + CHCH
+ CHCHNorth Island Campaign South Island Campaign
OVERALL RESULTS
PAID DIGITAL
For the period: 13/06/20 to 27/09/20
MEDIA
1,405,370 235,687 3,394 599,883 130,472 11,181
COMMENTARY: Impressions Video Views Clicks Impressions Video Views Clicks
• Activity across all executions
continues to strengthen the
ExploreCHC brand equity
• In-campaign optimisation has
contributed to the increasing
CNZ WEBSITE
numbers of website visits
• The metrics on the Paid
Digital Media have increased
substantially since the last
report as our media partners
optimises the campaign
• We are seeing a high rate of
x129 seed/branded posts under #ExploreCHC x33 hero campaign posts
return visits indicating
genuine and prolonged
OWN SOCIAL
interest in the regional 11,674
Engagements
proposition 5,635,294 217,052 36,067 286,502 +
1,131
Impressions Engagements Link Clicks Impressions Link Clicks
44,995
• CNZ continues to deliver Video Views
activity on our channels
including second layer
content and paid activityExploreCHC Conversion
Activity Dates –14 September to 14 October
Travel packages to be created across our 9
themes:
Significant media presence
• We want a family holiday
• Total rate card value in excess of $120,000 • We want a romantic break
• We want to see a revitalised city (2-
• Estimated reach in excess of 2 million
and 3-day options)
• We want an adventure
• We want to experience something
Multi-channel approach unique
• Print ads across Waikato Times, NZ Herald, Dominion Post and Otago • We want to see amazing scenery
Daily Times • We want the perfect Kiwi road trip
• We want to chill and relax
• Digital advertising across Stuff and NZME • We want the best food and drink
• eDMs across full HOT database
• Exposure at HOT.co.nz including dedicated campaign page
• Digital screens in HOT storesResults
Activity Dates – 15 September to 11 October
Travel packages to be created across our 9
themes:
Week 1
• We want a family holiday
• Quoted 20 packages. Booked 8. (7 x Tranz Alpine WC package) • We want a romantic break
• We want to see a revitalised city (2-
• Flights to CHC – 390 pax. Approx $78k sales
and 3-day options)
• Total value of land and flights approx. $100,000 • We want an adventure
• We want to experience something
unique
Week 2 & 3 • We want to see amazing scenery
• We want the perfect Kiwi road trip
• Packages booked: 13 (Majority is TranzAlpine and West Coast • We want to chill and relax
itinerary • We want the best food and drink
• Total value of land and flights: approx $250,000Where to from here?
Solidifying ExploreCHC
Transition from this campaign to an Always On approach.
Integration in other activity
- Bloom spring events proposition
- TourismNZ Do Something New NZ
- User generated content with #ExploreCHC
- PR
Rollout of ExploreCHC across other assets. Mini maps, visitor
guide
Ongoing media spikes through future campaigns
- Dates for Aussie market TBD
- Dates for domestic round 2 TBD (Looking at May/June/July)ExploreCHC PR Execution
“Streets of New Zealand”ExploreCHC PR
Did you know that there is a Kaikoura street in Auckland?
Or a Greymouth street in Wellington?
And perhaps some of the families living on these streets haven't
visited those places yet.
Let’s change that.
We will take one of those families from Akaroa street for an
amazing experience in the Real Akaroa.
And we will do the same with the other destinations too..Continued Offshore Activity • Virtual famil programme • Mafengwo Chinese livestreams • Update webinars and live industry chat events • Trade and Media EDMs • Content creation and PR distribution
Major and Business Events
New Zealand
Agricultural
Show CBD Activation Kathmandu MEETINGS 2021
13 November 2020 Coast 2 Coast 29 June - 01 July 2021
13 February 2021
Hot Springs Spas ODI BLACKCAPS
Black Clash v Bangladesh
22 January 2021 17 March 2021
2021
Riccarton
Park Races
7-14 November 2020
Festival of Brass
BLACKCAPS v T20 BLACKCAPS 14-18 July 2021
Pakistan Test v Australia
3-7 January 2021 22 Feb 2021
Major Addington
Raceway Bread & Circus Synthony Arena Show
Events
Cup Week World Buskers
10-13 November 2020 20 March 2021
Festival
15-31 January 2021Regional Events Fund
Business events strategy • Framework for Convention Bureau focus next 3 - 5 years • Partnership approach with key stakeholders and business partners • Four priority outcomes: economic value, leverage & legacy, city profile, reduce seasonality • Align with sector strengths and supernodes • Destination marketing focus • Implementation plan being developed • Advocate programme to be launched Q3
Industry Support I orea te tuatara ka patu ki waho
(A problem is solved by continuing to find solutions)
• Pivot to Domestic programme – valued at $2000 per business
• Tourism mega meet and product packaging
• Free Tourism Business Partners Membership FY20/21 – new programme 21/22
• $1.2 million Tourism Transitions Programme – Qualmark and Regional Business Partner
Network – valued at $15,000 per business
For Tourism Transitions support via the Regional Business Partner Network visit https://www.christchurchnz.com/christchurch-economic-recovery-package/regional-business-
partners-network.
For Tourism Transitions support via Qualmark go to https://www.qualmark.co.nz/en/member-area/tourism-advisory-support-serviceYou can also read
