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ChristchurchNZ has launched a new tourism marketing campaign targeting Australian travellers, promoting the Central South Island as a destination offering experiences “unlike anywhere else”.
The Discover Different campaign runs through to mid-April and aims to lift visitation from Australia during the autumn shoulder season by showcasing the region’s landscapes, communities and visitor experiences.
The campaign was developed in partnership with Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism and Development West Coast, following a successful second-round application to the Regional Tourism Boost Fund.
ChristchurchNZ received $1 million in funding to drive increased visitation from Australia in collaboration with Central South Island regions.
General manager of visitor economy Anne Newman says the campaign highlights the value of regional collaboration.
“The Central South Island is home to incredible experiences, and we are thrilled for the opportunity to promote Christchurch alongside these diverse regions,” Anne says. “This campaign brings together a special offering for our Australian neighbours, shining a light on the collective strengths of the Central South Island.”
She says Discover Different also provides a platform to promote lesser-known destinations.
“It’s a fantastic partnership for all of us to bring further visitors to our shores over autumn,” Anne says.
Designed by Christchurch-based agency Not Another, the campaign includes partnerships with Webjet, Mindshare, Flight Centre, Tripadvisor, Viator and Sunrise.
Australian travellers can access flight discounts of up to $150 to Christchurch from Victoria, New South Wales and Queensland, along with accommodation and activity offers, including discounts through Viator and Snap Rentals.
