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That’s a wrap! Inaugural BLOOM season comes to a close

11 December 2019

Christchurch is THE place to be during spring, and following the inaugural BLOOM, there is now no doubt.

ChristchurchNZ launched BLOOM in mid-September, an umbrella brand under which the city could promote spring events. It included more than a dozen events including the national trotting and galloping championships at Riccarton Park and Addington Raceway, and the New Zealand Agricultural Show.’

The campaign was a massive success, with associated events estimated to generate nearly 30,000 visitor nights and close to $6 million in tourism spending.

The Constellation Cup match between Australia and New Zealand on 13 October generated approximately $147,700 in tourism expenditure, well above the estimated $83,500. It was also the largest Free-To-Air audience since 2016 for a single match, and attracted the largest Australian TV audience for NZ-based matched in 2019

Our city, together with Vbase, welcomed acclaimed cellist Yo-Yo Ma on 12 November, his only New Zealand show and public event. Events were attended by 2,500 people and generated approximately $,000 of tourism expenditure for the city. This was well above the $332,600 estimated.

At its core, BLOOM incorporated all the happenings of the spring season, from festivals and gigs to sports and entertainment. If it happened in spring, it was BLOOM.

As a concept, BLOOM encourages people to explore the city and discover something new. It’s about connecting with people, reconnecting with ourselves and celebrating spring, the season of opportunity.

"There is nowhere quite like Ōtautahi Christchurch and Waitaha Canterbury to experience spring, and we wanted a brand that represented all that happens here during spring, rather than a select few,”

Karena Finnie, ChristchurchNZ Head of Major and Business Events.

“There is nowhere quite like Ōtautahi Christchurch and Waitaha Canterbury to experience spring, and we wanted a brand that represented all that happens here during spring, rather than a select few,” said Karena Finnie, ChristchurchNZ Head of Major and Business Events.

ChristchurchNZ launched their Spring Experts video series during BLOOM, showcasing the region’s most passionate advocates. From fashion, tractors, horses and cuisine, our Spring Experts personified the best of Canterbury. Check out the videos here.

During BLOOM, ChristchurchNZ was excited to announce the South Island Moon Festival, a replacement for the South Island Lantern Festival, set to be a major anchor event of BLOOM 2020.

The festival will build off the huge success of the South Island Lantern Festival, instead being held at a time of year where it can flourish into its full potential as a celebration of our links to China and East Asia.