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.