Christchurch & Canterbury Tourism: How BIG thinking got Aussies back to Christchurch

This case study describes an advertising campaign in Australia by Christchurch & Canterbury Tourism, New Zealand, to attract visitors back to Christchurch following an earthquake in 2011.

Christchurch & Canterbury Tourism: How BIG thinking got Aussies back to Christchurch

Agency: Iris Sydney

Advertiser: Christchurch & Canterbury Tourism

Author: Dan Pankraz

Total Campaign Expenditure:$500 – $1 million

Strategic communications challenge

On February 22 2011, Christchurch (ChCh) changed forever. A massive 6.3 earthquake tore the city apart, killing 185 people and injuring thousands. It was the second deadliest1natural disaster that New Zealand had ever experienced. ChCh was classed a disaster zone. The total cost to insurers of rebuilding the city has been estimated at NZ$40 billion2, making it by far New...

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