An advertising pitch to bring back Australian tourists to earthquake-ravaged Christchurch has been awarded to integrated marketing outfit Iris Sydney, Mumbrella can reveal.
The small agency came out on top of a field of 50 contenders to land what has been dubbed as “the most challenging brief of 2012”.
A new campaign, to launch later in the year, will use traditional and digital media to allow visitors and locals to share their experiences and reflect the positive changes taking place in the city, according to Christchurch and Canterbury Tourism.
It will also involve airlines and hotels and is designed to “grow with the city in the years to come.”
The idea of the campaign is to show Australians that Christchurch is re-energising following the magnitude 6.3 earthquake which shook the city in February 2011.
Tim Hunter, CEO of Christchurch and Canterbury Tourism said: “We were absolutely delighted with the response to tender. We really struggled to arrive at a final decision as everyone was so passionate in their commitment to help us get back on our feet. I think this was the feel good brief of the year.”
Iris Sydney’s MD Simon Porter added: “This was too big an opportunity not to get involved. The chance to help the people of Christchurch and Canterbury by showcasing their ingenuity, passion and spirit in the face of adversity is humbling.”