Showing Aussies what you ‘Can Do’ in Canterbury
6 May 2015
By Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism
Today we launch our new campaign Can Do in Canterbury. The aim of the campaign is to show Sydneysiders the depth of all the things you “Can Do” in a short break Canterbury holiday. Whether it be star gazing in Lake Tekapo, Quad Biking in Hanmer Springs or sampling the wines of the Waipara Valley.
The words “Can Do” also sum up the positive and “go get em” attitude that you find in the region.
The campaign creative is based on three 30 second videos and three 15 second banner executions. These showcase relaxation, exploration and adventure based itineraries.
Epic Imagery from Social Influencers
The new campaign uses real images from visiting social media influencers, who have captured the scenery and their experiences for the fast-paced digital videos and banners.
Using this kind of real content, directly from people who have visited recently, adds a totally authentic look and feel
William Patino, Australian Photographer and Blogger
One of the contributors, photographer and blogger William Patino says he is impressed by the results. “Using this kind of real content, directly from people who have visited recently, adds a totally authentic look and feel,” he says.
Importance of Conversion
The campaign launches with a Jetstar sale fare of $129 AUD from Sydney to Christchurch for a limited time until 11 May. The travel period is over the low and should seasons with two travel periods (21 July – 16 September and 13 October – 9 December).
A special competition to win a Can Do Weekend in Canterbury will earn the winner two $500 Jetstar vouchers and a five-day car hire.
Media Selection and Timing
All of the media is digital based with key placements including pre-roll on YouTube, paid advertising on Instagram and Facebook and placement across Google and Yahoo network. All traffic will be directed to christchurchnz.com/australia.
The campaign will run from today (7 May) until 7 June – promoting travel in off-peak period of winter and early spring.
Leveraging off a Good Summer
Holiday arrivals from Australia into Christchurch Airport have shown signs of positive growth over the summer period from December 2014 through to March 2015. Collectively there were 43,712 holiday arrivals from Australia over this period which is an increase of 9% from the same period in 2013/14. Although the Australian market is showing signs of recovery during the peak summer months, it is still below the number of holiday arrivals in 2009/10.
Have a look at the campaign platform by viewing the Australian homepage.