ChristchurchNZ is pleased to announce the appointment of a team to deliver important mahi (work) around Christchurch’s brand and destination management.
With borders now reopened after more than two years of virtual isolation, this is the moment for communities to reassess their relationship with their place and how they want visitors to experience it.
Resonance, a global agency headquartered in Canada, is partnering with Christchurch agencies Narrative, Creative Agent and Fabriko to deliver a place brand strategy and two Destination Management Plans.
The majority of the budget for the strategies is being funded by the Ministry of Business, Innovation and Employment, which has asked regional tourism organisations throughout New Zealand to create Destination Management Plans.
ChristchurchNZ is taking the opportunity to pair this work with a place brand strategy as it is international best practice to align work on the brand alongside identifying the destination strategies for the future. It is also an efficient use of budget and stakeholders’ time.
“As passionate champions for ≈åtautahi Christchurch, we are really excited to be working with Resonance on this project,” said Creative Agent’s Kris Herbert, the project lead.
“They are the global leaders in this area and we believe our city deserves nothing less. Our Christchurch-based team has the connections and experience to lead local engagement so that we can make sure this work is truly co-created — with city leaders, residents and mana whenua,” she says.
The selection panel for the RFP was: ChristchurchNZ GM strategic projects Julia Hardacre, Christchurch International Airport Limited chief aeronautical and commercial officer Justin Watson, ChristchurchNZ destination and attraction general manager Tracey Wilson, ChristchurchNZ senior brand and marketing manager Sam Taylor, and Reriti Tau, Ngāi Tūāhuriri, representing mana whenua as a Te Tiriti partner.
“On behalf of our community we are excited to launch this project with global experts guiding us alongside local agencies to ensure we deliver a truly authentic outcome,” says a ChristchurchNZ spokesperson.
Community consultation will begin in the coming months and the final plans will be delivered by mid-2023. That will be followed by a marketing campaign to introduce a new place brand for Christchurch.
