Campaign Update

Following consultation with the NZHC, business partners and in apprehension of what could be a softer Summer, CCT has undertaken a Summer campaign (domestic and AU). And subsequent to the AU funding announcements a significant Winter and Autumn campaign has also been developed - requiring a concerted effort from everyone. Sincere thanks to the BP's who have jumped at the opportunity to present captivating offers for the three campaigns - we do appreciate that at times it was probably quite tricky to imagine Winter product while we were in the thick of Summer, However, as you'll see online, we have the three campaigns running concurrently and in Australia it is no secret that the best of NZ can be found here!

Australia

In December 2009 CCT secured Government Funding to the value of $775,000, from an available $5 million funds, to campaign into Australia. These monies have contributed to a total spend of $1.75 million to be executed in-market before 30 June 2010, promoting Christchurch and Canterbury.

The activity has been developed to meet strict KPI's relating to arrivals, room nights, expenditure, first time and repeat visitation and web site visitation. The measurable period runs through to September 2010 to capture end of winter trends.

The planned activity to promote Christchurch & Canterbury includes:

1. CCT Summer on-line campaign
2. Pacific Blue CCT Autumn Joint Venture
3. Pacific Blue New Zealand Joint Venture
4. CCT Winter 'Ski Canterbury' integrated campaign
5. Ski TMN Winter 'Ski South Island' integrated campaign

All campaigns will be under-pinned by CCT's communications programme, including:

- Tailored christchurchnz.com content and campaign profiling

- Purpose built itineraries

- Social media: blogging, facebook, twitter

- Pitching to targeted PR, famil hosting and result generation

CCT Summer On-line Campaign

- In-market: 17 January - 21 March

- Media buy: On-line only

- Positioning: Summer fun - cheeky, quirky messages to entice Australian consumers to 'get to know the locals'.

Pacific Blue CCT Autumn Joint Venture

- In-market: 07 March - 30 April

- Media buy -
> TVC: 1 Burst, 3 weeks, commencing 28 February

> Online: Commencing 28 February

> NIMs (National Broadsheet Magazine Inserts): 7 March - 11 April

> Search Engine Marketing: Google adwords

- Positioning:
> The very best of New Zealand is here in Canterbury, there's no need to travel any further
> Indulgence, relaxation, rejuvenation
> A beautiful time to visit the already scenically, stunning region, to share and enjoy Autumn experiences like wine (New Zealand's Great Wine Capital), harvest, spas, autumn colours
> "The South Island Starts Here"

- CCT are working with Tourism NZ to produce a TVC (Television Commercial) close to the TNZ style, using the high quality footage and Petra, with specific Christchurch & Canterbury messaging to leverage off established TNZ awareness. CCT envisages that the ad will showcase the region, with elements of indulgence and quirky/clever messaging using humour.

Pacific Blue New Zealand Joint Venture

Partnering with Tourism NZ, Tourism Auckland, Positively Wellington, Dunedin Tourism, Hamilton Airport and Tourism and Destination Queenstown the Pacific Blue New Zealand Joint Venture campaign comprises of:

- In-market: 21 February - 20 March

- Media: TVC, Magazines, A5 'NZ insert' Online, complimentary Pacific Blue channel profiling

- Proposition: "Visit New Zealand" - a theme showing Pacific Brand personality, that New Zealand is now 30 cm closer to Australia and it's time to celebrate by passing the savings on to the consumer.

CCT Winter Integrated Campaign

CCT's winter activity aligns closely with Ski TMN (Tourism Marketing Network) activity, with complimentary in-market timing including topping and tailing Tourism NZ's early burst winter ski TVC schedule in February. The campaign presents Christchurch & Canterbury as the best all round place to ski, with fantastic snow, great runs, variety (club fields), and heaps to do on and off mountain "après ski". A no worries - ski break. Campaign details are outlined below:

- In-market: 7 February - 30 June

- Media buy -
> TVC: 2 Bursts
(i) 3 weeks, commencing 7 February (including feature over Olympic period)
(ii) 3 weeks commencing 25 April
> Office Screens: 4 weeks commencing 11 April
> Online: Commencing 25 April
> Search: Google adwords campaign

- Positioning:

> 18 ski-areas and the biggest range of après ski activities - ski Canterbury

> "The South Island starts here"

Ski TMN Winter "Ski South Island" Campaign

The Ski Tourism Network comprises of South Island only partners in 2010 - therefore presenting a "South Island ski" message. CCT partners with CIAL, NZ Ski, Mt Hutt Marketing Group, Mackenzie Winter Marketing Group, Wanaka Tourism and Destination Queenstown to ensure Christchurch & Canterbury are represented within the context of the campaign.

- In-market: February - July, with potential of Spring burst (September)

- Media:
> TVC (Tourism NZ early winter): 2 weeks, starting 7 February
> On-line: February - July
> Office Screens: 6 weeks - March / April
> Print: Main Metropolitan Broadsheets, 2 bursts:
(i) February 
(ii) May/June

- Underpinned by media targeting and hosting

Domestic

Summer

Summer activity, endorsed by consulted business partners, incorporated a direct DM (Direct Mail) piece partnering with the Christchurch City Council SummerTimes brochure. Two versions of the DM piece were developed to target local and North Island residents:

- CCC SummerTimes brochure

Distribution:         175,000 - Christchurch, Waimakariri, Selwyn

Distributed:          11 December 2009

Key attribute:       Research has shown that 70% of recipients in Summer 2008/09
kept the brochure for at least two months.

- CCT summarised 20 page 'Your Summer' publication developed to target North Island markets.

Distribution: 113,250 - Magazine and Broadsheet inserts, distributed:

NZ House & Gardener - 21 December

NZ Gardener - 21 December

Metro - 28 December

Sunday Star Times - 20 December

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