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Getting our city back on the map
CHCH Short Walks Campaign

Following the Canterbury earthquakes, there became a point where Christchurch & Canterbury Tourism needed to start showcasing our city again and bringing visitors back to the region. This was a hard ask, when there is still so much construction taking place. But there was one activity that they knew was still a strong selling point, and could be marketed - our beautiful ‘Short Walks’.

The strategy

This campaign showcased the number and diversity of walks throughout the Canterbury region to residents in Auckland and Wellington.

We used a traditional travel term ‘see the sights’, and twisted it around to appeal to the leisure walking market. “Don’t just see the sights, walk them” focussed on people getting on the road, and experiencing the beautiful walks throughout the Canterbury Region. A local photography competition was run to ensure the imagery was real, and from those who had actually experienced the region for themselves. This fully integrated campaign featured across online, social media, outdoor, mailbox drop, and print.

The creative

We used a traditional travel term ‘see the sights’, and twisted it around to appeal to the leisure walking market. “Don’t just see the sights, walk them” focussed on people getting on the road, and experiencing the beautiful walks throughout the Canterbury Region. A local photography competition was run to ensure the imagery was real, and from those who had actually experienced the region for themselves.

This fully integrated campaign featured across online, social media, outdoor, mailbox drop, and print.