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Christchurch tourism uses Instagram images in new digital push to showcase region

New Zealand tourism officials have turned to bloggers and instagramers in a digital campaign designed to entice Australians to cross the Tasman and spend a winter weekend in Christchurch and Canterbury.

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The South Island region has launched a month-long ‘Can Do in Canterbury’ campaign using imagery from social sites.

The promotional drive, created by Iris Sydney, will illustrate the experiences available in Christchurch and Canterbury through videos and images from bloggers and instagramers who have recently visited the region.

The push will include a competition to win a weekend in Canterbury with two $500 Jetstar vouchers and a five-day car hire up for grabs.

Entry is via christchurchnz.com/australia with people needing to describe in 150 words what they would get up to on their short break in Canterbury.

The winning entry will be turned into a “personalised speed reading video” to be pushed out through the tourism board’s social channels.

The campaign will include YouTube pre-rolls, paid advertising on Instagram and Facebook and placement across the Google and Yahoo networks.

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