Using Locals to Create Content

9 April 2015

By Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism

This week we launched our latest domestic campaign “Pockets of Awesome” into the Auckland and Wellington markets. To create the content that underpins the campaign we asked locals to share what they think are Christchurch’s “Pockets of Awesome”. These suggestions have been collated through social channels using the hashtag #pocketsofawewsome.

We had some amazing local entries – showing what locals like to do in their city, from cycling in the Port Hills, viewing all the amazing new Street Art to finding swimming spots at the beaches, lakes and rivers that surround the city.

Collectively these images make up the content that act as a visual representation of the city from the eyes of a local. It is what Christchurch is really like, using high quality consumer generated content to tell the story. These aren’t staged, professional images, shot on a blue sky day and set to show people what we think they might want to see. They are essentially a visual “word-of-mouth” endorsement from the locals on the ground. View all the images at which is the call to action for the campaign.

It is what Christchurch is really like, using high quality consumer generated content to tell the story.

Sheena Crawford, Consumer Marketing Executive, Christchurch & Canterbury Tourism

Why use User Generated Content?

After the success of the Pockets of Awesome video series, which collectively have had over 100,000 views, we decided we wanted to continue showing the domestic market all the things are great about this city. Instead of just taking our word for it we wanted to involve our active local market in the campaign. With locals sharing their ‘pockets of awesome’ it adds a level of authenticity that we know only comes from user generated content - real people who know Christchurch encouraging other people to visit.

This is all based on the insight that peer recommendations can be incredibly influential and provide enhanced credibility. There are tonnes of examples of amazing campaigns that do this well. Here’s too good ones:

  • Art of the Trench - Burberry uses professional photographers and user generated content to show real people (but only the fashionable ones) wearing a variety of different style Trench coats.
  • Arsenal Puma Kit Launch – Launched of the 2014/15 Puma kit by creating a social hub featuring user generated content photos of their fans wearing the kit.

More about the Campaign

The campaign is running in Auckland and Wellington until 19 April. It can be seen on digital media as well as in some selected out of home media sites.

Christchurch Airport have invested in the campaign to give the media buy more reach. Jetstar are also a partner in the campaign and you will find tiles on the website where deals to Christchurch are shown. Today’s deals include an exceptional $29 Wellington-Christchurch fare. There is also a competition running that includes Jetstar flights, accommodation at Rydges Hotel Latimer Christchurch and will allow the winners to experience the “Pockets of Awesome” themselves.


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