Having seen a significant decline in holidaymakers since the February 2011 earthquake, Christchurch and Canterbury Tourism are launching a big campaign to put the city back on the radar for visitors from Australia – Christchurch’s largest international visitor market.
“We’ve got a major issue in Christchurch at the moment,” said Christchurch Mayor, Bob Parker. “We’ve got tourists flocking here from all over the world but where are the Australians?”
The plan is to borrow cult iconic Big Things from Australia and showcase them in Christchurch. The attractions include the Big Merino in Goulburn, the Big Chook in Mount Vernon, and Queensland’s Big Pineapple, Big Macadamia and Big Cow.
The process of negotiations will be video documented and posted online to create discussion about Christchurch and the city back in to conversation. A second marketing phase will being in October, when visitors and residents will be encouraged, though certain channels, to comment and report on big events happening in the city. A grassroots campaign will be launched simultaneously in the city through tourism operators to encourage visitors to share their images.
Jetstar is also lending its support to the campaign by offering special rates to Christchurch from Melbourne and Sydney, between 26-30 September.