ChristchurchNZ and Air New Zealand launched their Explore Something New campaign on 16 May 2019, aimed at increasing domestic tourism to Christchurch city. It was the largest domestic visitation campaign the organisation had engaged in since its amalgamation two years ago.
The results are in. Bookings to Christchurch from Auckland for spring travel increased 15 percent during the campaign compared to the same period in 2018, and the associated videos garnered nearly 2.5 million views.
This is huge for Christchurch, and we should be proud. The campaign has helped to shift perceptions of Christchurch on a national scale, encouraging domestic visitors to re-explore the South Island’s biggest city.
It came off the back of a Memorandum of Understanding (MOU) signed by Air New Zealand and city partners in September 2018. ChristchurchNZ ratified the MOU on behalf of Christchurch City Council, Te Rūnanga o Ngāi Tahu, Christchurch International Airport and the Canterbury Employers Chamber of Commerce.
The campaign showcased new experiences on offer in Christchurch, and included an online video featuring imagery of the city and its new offerings. The city also featured in the airline’s ‘Where to Next?’ video, a TV advertisement highlighting the best of the region. Air New Zealand’s contracted film crew spent several days around the city shooting natural landscapes, unique offerings, and hospitality-related content.
Billboards across Auckland reached an estimated two million views, and in-print and digital articles told the story that locals already know – Christchurch is a cool and vibrant place to be.
A week into the campaign, Air New Zealand launched an online game where people could win a trip for four to Christchurch from anywhere in New Zealand, as well as daily prizes of 100 Airpoints Dollars™. The experience-grabbing game resulted in more than 140,000 entries.
“This campaign is the result of a partnership we signed with Air New Zealand in September and the result is cool work that’s good for Christchurch and great for New Zealand.”Joanna Norris - Chief Executive Officer ChristchurchNZ
Joanna Norris, ChristchurchNZ Chief Executive Officer, said the organisation had “loved working with Air New Zealand” to help reintroduce Christchurch to Kiwis.
“Our city has changed dramatically in the past few years and it has been brilliant working with Air New Zealand to get Kiwis here to explore all the wonderful new bits we have been busy building. Christchurch city is no longer New Zealand’s best kept secret.
“This campaign is the result of a partnership we signed with Air New Zealand in September and the result is cool work that’s good for Christchurch and great for New Zealand.”