How do you reverse a 32% drop in Aussie tourism arrivals to earthquake ravaged Christchurch (ChCh)? This is the story of how we created a new perspective for ChCh by turning Aussie sympathy into action.
Using the public face of the disaster, Mayor Bob Parker reignited the banter between Aussies and Kiwis, asking Australia for a favour – to borrow some of their 'BIG THINGS' to help get Aussies back. We created 3 online videos titled 'Bob thinks Big' which generated mass PR awareness and intrigue.
We then turned our biggest problem, 24/7 negative social media coverage, into our solution by turning travellers into the broadcast medium. The Discovery Stream was an online broadcast of the ChCh tourism experience in real time, aggregating people’s experiences of the city from images from travellers and locals posted to social media platforms including Twitter, Instagram and Facebook.
With an ROI of 540%, our Christchurch Reimagined campaign not only increased Aussie arrivals by 12.6% we importantly stimulated expenditure in the city centre by 112%, injecting $AUD2.7m into the Christchurch economy in 3 months. Digitally, we created a new online view of Christchurch as a holiday destination, with over 30,000 images uploaded to the Discovery Stream by locals and travellers to show the REAL holiday experience.
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