ExploreCHC campaign measurably shifts domestic tourism behaviour, boosts travel sales.
ExploreCHC, the ChristchurchNZ-led destination campaign profiling the central South Island, measurably shifted Kiwis’ intent to visit Canterbury and contributed to increased travel sales for the 2020/21 summer period.
The campaign, a first step in creating a long-term visitation brand for the region with Ōtautahi Christchurch at its heart, was seen by millions of Kiwis.
ExploreCHC is one of the most significant domestic marketing investments ChristchurchNZ has made to date, done in partnership with Christchurch Airport, and regional tourism organisations in Mackenzie, Mid Canterbury, Kaikōura, Hurunui, the West Coast, Selwyn, Timaru and Waimakariri.
Seeding of the brand began in April, as New Zealand exited COVID-19 Alert Level 4.
How Did It Perform?
The campaign earned 18.9m impressions across a range of media and helped to increase the percentage of Kiwis intending to travel to Canterbury in the next 12 months to 21 per cent (Sept/Oct) up from 19.4 per cent in (May/July).
It also included a partnership between ChristchurchNZ and House of Travel, which contributed to nearly $1m of sales for travel during the summer of 2020/21 – an increase of 90 per cent on the same period in 2019 – and 1800 flights booked to Christchurch.
Loren Heaphy, ChristchurchNZ General Manager of Destination and Attraction, said the aim of ExploreCHC was to support tourism, retail and hospitality businesses across the central South Island, and ultimately keep people in their jobs.
Loren Heaphy - ChristchurchNZ General Manager of Destination and Attraction
Our intention with ExploreCHC, other than increasing awareness of our visitation offering in key markets, was to help offset the reduced revenue experienced by our South Island business community as a result of the COVID-19 pandemic,”
“Our intention with ExploreCHC, other than increasing awareness of our visitation offering in key markets, was to help offset the reduced revenue experienced by our South Island business community as a result of the COVID-19 pandemic,” Heaphy said.
Figures from 2018 show Canterbury has nearly 9000 businesses in tourism-related industries supporting close to 70,000 jobs. The same figures showed tourism contributed nearly $5 billion to Canterbury’s GDP.
“We are confident this collaborative piece of work has had a positive impact across the South Island.”
Scott Callaway, Christchurch Airport General Manager of Trade Development, said, “We are pleased the campaign has been successful in shifting people’s perception of Otautahi Christchurch as a key South Island travel destination”.
“We look forward to welcoming Kiwis to the region during the upcoming summer period,” Callaway said.
Top Line Results
- 18.9m impressions across multiple media platforms.
- An increase to 21 per cent of Kiwis intending to travel to Canterbury (up 1.62 percentage points from pre-campaign).
- $1m of sales during the campaign period through a partnership with House of Travel, including 1800 flights to Christchurch – an increase of 90 per cent on the same period in 2019.