Agency: iris Worldwide, Sydney

Roles: Ideation, Executive Producer

Project Type: Integrated Marketing Campaign

Case Study:

On February 2011, Christchurch changed forever. A massive 6.3 earthquake tore the city apart, killing 185 people and injuring thousands. Christchurch was classed a disaster zone. Not exactly the top place to holiday. Australian tourists represent Christchurch’s largest tourism market at 44%. By the end of 2011, despite the rest of the world flying in, Aussie arrivals were down 32%. We needed to turn Aussie sympathy into visits to Christchurch.

Bob Parker, the Mayor and face of Christchurch, wondered, ‘What’s it going to take to get Aussies back in the region?’ and he solved it… Aussies love big things! Through online video episodes and open letters to Australian politicians and the media, he petitioned Australia to move the Big Pineapple, Big Banana, Big Merino and any other big thing to Christchurch. This got Aussies’ attention, and with their attention fixed it was time to introduce the big things that are constantly happening in Christchurch.

We created the ‘Discovery Stream’, that crowd sourced and broadcast the aggregated Christchurch tourism experience in real-time online via Twitter, Instagram and Facebook.

Results:

+  2.5 million Aussies reached through earned media

+  15,000+ images shared on the Discovery Stream

+  32,000 visitors to the sit+

+ Effie Gold in Australia & Silver in APAC