Campaign plans to change tourists' perceptions of Christchurch

Australians' perceptions of Christchurch are being challenged through a new marketing campaign led by Christchurch & Canterbury Tourism.

Launched this week, the campaign, Christchurch Reimagined, is designed to show Australians how Christchurch has moved on since the 6.3 magnitude quake on 22nd February 2011 to emerge as one of the most creative and exciting cities in New Zealand.

It is part of a concerted move by Christchurch & Canterbury Tourism and its tourism industry partners to arrest the decline in the number of Australians visiting the region.

Since the earthquakes the number of Australians visiting Canterbury has dropped by 43%.

Christchurch & Canterbury Tourism Chief Executive Tim Hunter explains "we cannot afford to let visitor numbers continue to drop so we have to change the way Australians see Christchurch.

"The Christchurch that many Australians picture in their minds has changed dramatically. What visitors to Christchurch find now is a city unlike any other in the world - a city where the determination to carry on has led to innovative developments like shipping container shopping malls and pop-up bars and restaurants. We're still a glorious garden city but now we offer something unique.

"Our goal with this campaign is to show Australians how Christchurch is today and to open their eyes to how much this city and region has to offer visitors.'

Christchurch Mayor Bob Parker is fronting the Christchurch Reimagined campaign, which uses humour and real-time images of Christchurch to show how far the city has progressed. As part of the campaign electronic billboards located in heavily populated areas of Melbourne and Sydney will be used to screen digital imagery live feeds from Christchurch.

Throughout the campaign Jetstar will be offering discounted travel deals to Christchurch from Australia.

Mayor Parker says it is critical the campaign succeeds as Australian visitor numbers need to rebound if Christchurch's tourism industry is to recover from the quakes, adding "Australia is traditionally our biggest source of visitors but since the quakes some Australians have been reluctant to visit because they saw the images beamed around the world immediately after last February's quake and felt it would be inappropriate to visit.

"Those dark days are behind us though and as city we've moved forward in leaps and bounds. We still have a lot of rebuilding to do, but transitional Christchurch is an inspiring and exciting place to be. We believe now is the time to share our story and our progress with our friends across the Tasman and to send them a clear message that we want them to come visit."

The future of tourism in post-earthquake Christchurch was explored in a feature in the May/June 2012 issue of Australasian Leisure Management.

To view Christchurch Reimagined go to www.christchurchreimagined.co.nz

Image: Christchurch's Re:Start Mall.

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