Targeting Aussies with a Canterbury Tales twist
by Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism
6 October 2014
Over the past 4 years we have seen a significant decline in Australian holiday arrivals flying direct into Christchurch. However, confidence from this market has been given a big lift with trans-Tasman airline capacity increasing by 11% over the coming summer season.
To capitalise on this huge opportunity CCT are launching a campaign called Canterbury Tales Yet To Be Told. Focused solely on the market of Sydney "Independent Professionals" we are educating and enticing them about short break holiday options in the Canterbury region.
The campaign tone is a modern day take on the Chaucer's Tales paying tribute to medieval illustration with an iconic Kiwi twist. At its heart the campaign promotes 7 short break itineraries and a competition that highlights the unique experiences that are on offer in the region. The prize includes a $1,000 Webjet voucher, a rental car for 5 days and 4 different Canterbury experiences for 2 people.
A modern day take on the Chaucer’s Tales paying tribute to medieval illustration with an iconic Kiwi twist.
Sheena Crawford, Consumer Marketing Executive
Sydneysiders will see the campaign through a series of radio and online advertisements that will be running for 2 weeks until 20 October. In addition, a modern day Town Crier will be roaming Sydney’s inner CBD spreading the word about Canterbury Tales.
The campaign was developed alongside creative partner Iris Sydney and media agency Atomic212.