One year after earthquake, Christchurch begins agency search to bring Australians back
Just over a year after a massive earthquake destroyed large parts of Christchurch, the region’s authorities have begun a search for an ad agency to crack the “most challenging brief of 2012” – to bring Australians back to the city.
Since the quake hit in February 2011, Christchurch and Canterbury Tourism has only used PR to market the destination, but now wants to advertise to Australians again to kick-start the sector.
“Australia is by far our largest visitor market and we need travellers to understand that our city is re-energising and has some wonderful activities to offer” said Tim Hunter, Christchurch and Canterbury Tourism’s CEO.
“We believe that an Australian agency can help us deliver our messages in the right way – of course this might just be the most challenging brief of 2012 but we think the right mixture of energy, creativity, humour and passion will get travellers back across the ditch.”
The industry should set up a pop up agency. With each persons head hours covered by their home agency. And do this pro-bono as a good will gesture for our kiwi mates.
Imagine pushing the boundaries with a pop up agency. To my knowledge it has not been done before and I think it would be very cool.
We just need an AD, AM, CD, ArtD, CW and a Finance Geel to manage the cost. There must be 6 agencies happy to each give 150 hours of time away.
We could call it Intergallactic and will be made up of folks from Publicis, Interpublic and WPP for example.
That brief just got a little more difficult…
I do like the idealism of the above though – a stretch but it could work!