Do winter different in Christchurch – that’s the message behind ChristchurchNZ’s latest campaign for ExploreCHC, the long-term visitation brand for Canterbury and the West Coast.
Sure you can ski there – you can even heli-ski – but the offering is so much broader. More than a traditional ski destination, Canterbury and the West Coast offers visitors the full gambit of winter activities and off-piste adventure.
The winter campaign builds off the successful launch of ExploreCHC in September 2020, positioning Canterbury and the West Coast as a desirable visitor destination. It was a key action in the city’s response to the economic and social impacts of Covid-19.
Loren Heaphy, ChristchurchNZ General Manager Destination and Attraction, says it’s an exciting and important time to launch a visitation campaign.
“Ōtautahi Christchurch sits at the heart of a diverse region of destinations, including ski fields and accessible mountains, National Parks and character towns. ExploreCHC is about showcasing this offering, and what there is to do before and after a day on the slopes.
“The global pandemic has made the last year tough for our tourism operators, the whole sector has taken a huge hit. We’re excited to reintroduce our winter offering to the domestic market and help to boost winter visitor spending across Canterbury and the West Coast.”
‘Do Winter Different’ is a partnership between RTOs in Mackenzie, Mid Canterbury, Selwyn, Hurunui, Kaikoura and the West Coast, as well as Christchurch International Airport.
It includes written and digital content distributed across multiple channels and showcases dozens of local businesses and attractions. Organic and sponsored content and targeted advertising will form a large part of the work.
The strategy and creative were developed by ChristchurchNZ’s marketing brand and communications team, while Christchurch-based ORLY led the video production.