EXPLORECHC CHRISTCHURCH, CANTERBURY & WEST COAST - CHRISTCHURCHNZ.COM
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ExploreCHC Christchurch, Canterbury & West Coast Unity • From a somewhat disjointed middle of the south proposition to a unified and compelling proposition • One flexible brand for all to use - profiles touring routes as well as the Christchurch Hub & Spoke model Competitiveness • New, central South Island destination brand spanning Canterbury and the West Coast • Brings together some of New Zealand's most iconic tourism experiences, making CHC a must see destination • Compelling alternative to Queenstown as the destination of choice in New Zealand's South Island. Playing The Long Game • ExploreCHC is not only a short term campaign, it’s a long term strategic play. 3-5 years plus! • #ExploreCHC hashtag is key to our success – we encourage all of you to use it in your relevant social media marketing efforts
#ExploreCHC to align with and complement TourismNZ
activity
Dream
Plan
Book
Audience Targetting
Audiences
Double Income & No Kids
Adventure Seekers
Young Families
Personas
We want a family holiday.
We want a romantic break.
We want to see a new revitalised city.
I want adventure.
I was to do something unique.
I was the most amazing scenery.
We want the perfect Kiwi road trip.
I want to chill and relax.
I want the best food and drink.
Phase 1
Content led, seeding #ExploreCHC.
Targeting winter & spring travel to CHC regions.
Timings
• Now until end of July
Audiences
• Fly: Auckland, Wellington
• Double Income, No Kids / Adventure Seekers / Young Families
• Local: Greater Christchurch
Activity
• National partnership with Stuff – Famils, editorial & sponsored stories across print, online and social
• ChristchurchNZ channels posting Canterbury/West Coast destination content seeding use of #explorechc
• Operator social media competition – profile operators, source great content, and engage consumers
Conversion
• Select list of direct operator deals to be profiled on CNZ website. Being finalised now.
Phase 1 - Operator Competition
A social media led challenge
Opportunity to profile our great operators of West Coast and Canterbury
Engage consumers in the proposition of ExploreCHC
Cut through the noise of domestic marketing campaigns
Phase 2 Launching Christchurch Its Just The Beginning hero campaign Videos to be developed with our key audiences in mind • Double Income with No Kids • Young Families • Adventure Seekers
Story Board – Example Only Visual reference Timeline: Hanmer Springs hot pools Kaikoura, whale watching Waipara, wineries Christchurch CBD Our video starts and we see a romantic couple enjoying a great time at night at the Hot pools. The girl says very relaxed and looking at the sunset: what a day… In that moment, the video starts rewinding and it shows us all these scenarios. We see them whale watching in Kaikoura. We cut to see part of their road trip; the woman takes video of the amazing views. The narrative continues to show them enjoying amazing wines and sea food around Waipara. They jump back into the car and we finally see them in the Riverside Market / CBD
Hero Campaign Campaign Key Measures
Domestic
• Awareness and consideration of CHC destination
• Intent to Travel
• Engagement – Website traffic and advertising results
• Conversion – Referrals
Targeting spring & summer travel to CHC.
(School holidays: Saturday 26 September – Sunday 11 October)
Campaign Dates
3rd August – 13th September
Audiences
• Fly: Auckland, Wellington
• Double Income, No Kids / Adventure Seekers / Young Families
Content
• New hero videos and stills
• Written content developed in partnership – With DTO/RTO and publishers such as Stuff/NZ Herald
Full Media Mix
• Digital – Display, Search, On-demand TV, Paid social, eDM
• OOH – Billboards, street posters
• Radio – Mediaworks/NZME Print – Stuff/NZME
• PR - Famils. E.g. Brook Sabin Influencers
Conversion
• Exploring a potential partnership with a national retail agent brand - E.g House of Travel/Helloworld.
Hero Campaign
Local
Targeting spring travel in CHC.
(School holidays: Saturday 26 September – Sunday 11 October)
Campaign Dates
• Early September to late November
Audiences
• Greater Christchurch
Content
• Local use of new hero videos and stills
• Repurpose written content developed in partnership – With DTO/RTO and publishers such as Stuff/NZ Herald
Media Mix
• Social media channels – ChristchurchNZ / Pockets of Awesome / Bloom
• eDMs – Pockets of Awesome
• Further channels in development with media agency
Conversion
Campaign Key Measures
• Select list of direct operator deals to be profiled on CNZ website.
• Intent to Travel
• Engagement – Website traffic and advertising results
• Conversion – Referrals to operator
Bloom Events Campaign
South Island
Targeting spring travel to Christchurch for events.
Campaign Dates
• September onwards
Audiences
• Greater Christchurch
Content
• Local use of new hero videos and stills
• Repurpose written content developed in partnership – With DTO/RTO and publishers such as Stuff/NZ Herald
Media Mix
• Social media channels – ChristchurchNZ / Pockets of Awesome / Bloom
• eDMs – Pockets of Awesome
• Further channels in development with media agency
Conversion
• Select list of direct operator deals to be profiled on CNZ website.
Campaign Key Measures
• Intent to Travel
• Engagement – Website traffic and advertising results
• Conversion – Referrals to operatorExploreCHC Timings
June July August September
CHC Phase 1 – Content led, seed #ExploreCHC
Phase 2– Spring Travel throughout Bloom
C Winter & Spring Travel
1 September – 30 November
H 12 June - 31 July 2020
C Target – Greater Christchurch residents
H Target – Greater Christchurch residents
S
O Spring Travel throughout Bloom Events
U September onwards
T
H Target – South Island incl Canterbury
CHC Phase 1 – Content led, seed #exploreCHC Phase 2 - Hero Campaign
N Winter & Spring Travel Spring Travel
O 26 June - 31 July 2020
R 3 August - 13 September 2020
T
Target - National
H Target - National
- Fly: Auckland, Wellington.
- Fly: Auckland, Wellington.You can also read
