Sydneysiders are being urged to head across the Tasman for a winter long weekend in Christchurch and Canterbury Tourism’s new ‘Can Do in Canterbury’ campaign.
The campaign, which will come to life in a series of fast-paced digital videos and banners, is designed to showcase the wide range of experiences that are available to travelers during a short break holiday to the Canterbury region.
To set it apart from typical destination style marketing, the creative uses imagery from bloggers and instagrammers who have recently visited the region with text overlays to tell the story of suggested itineraries such as relaxation, exploration and adventure.
One of the contributors, Australian photographer and blogger William Patino says he is impressed by the results. “Using this kind of real content, directly from people who have visited the destination, adds a totally authentic look and feel,” he says.
A special competition to win a “Can Do” Weekend in Canterbury will sit alongside the campaign and will earn the winner two $500 Jetstar vouchers and a five-day car hire.
“You really can squeeze in a lot on a short break in Canterbury. To show this, we are going to ask people to share with us what they would like to get up to on their short break in Canterbury, in just 150 words” Rowan Worner says. Entry is via christchurchnz.com/australia.
The winning entry will also be turned into a personalised speed reading video which will go out through the Christchurch and Canterbury social channels.
The campaign, developed by the Sydney arm of creative innovation network, iris, runs through June 7 with key placements including pre-roll on YouTube, paid advertising on Instagram and Facebook and placement across the Google and Yahoo networks.
For more about the competition and the special offers go to christchurchnz.com/australia