Christchurch launches first installment of its campaign to bring back visitors via iris Sydney

After winning an industry wide pitch, iris Sydney launches the first installment of its Christchurch Reimagined campaign. In it Christchurch Mayor, Bob Parker (left) calls on Australia to help him bring Australians back to Christchurch.

Parker’s whirlwind mission is underpinned by full page newspaper ads running in press nationally this week and online by the ‘Discovery Stream’, an interactive platform giving potential Australian tourists a window into all the big things happening in Christchurch in real-time.

Click here to visit the campaign.

Between now and November the Discovery Stream will take shape as phase 2 across media as digitally live OOH, a mobile activated site as well as a wide ranging digital campaign.

A grassroots campaign will be launched simultaneously in Christchurch through tourism operators to encourage visitors to share their images.

Says iris Sydney CD, Tom Hoskins: “Using a bit of Kiwi Aussie banter we set out to address Australia’s misconceptions of Christchurch as a tourist destination. At the same time we felt it important to provide a real-time lens into the ever-evolving city, replacing the images of the earthquake that visitors have previously held onto.”

Agency: iris Sydney

Editor: Scott Walmsley