ChristchurchNZ has launched Discover Different, a tourism marketing campaign aimed at Australian travellers, promoting travel to New Zealand’s Central South Island. The campaign runs until mid-April and is designed to support visitation during the autumn shoulder season.
Discover Different highlights a range of regions, destinations and local stories across the Central South Island. The campaign focuses on encouraging travel beyond peak periods and presenting the region as a multi-stop destination centred on Christchurch.
The campaign was developed in collaboration with Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism and Development West Coast. ChristchurchNZ received funding of NZ$1 million (US$620,000) through the second round of the Regional Tourism Boost Fund to support the Australia-focused activity in partnership with the participating regions.
The marketing activity includes airline, media and distribution partnerships with Webjet, Mindshare, Flight Centre, Tripadvisor, Viator and Sunrise. Promotional offers include flight discounts to Christchurch from Victoria, New South Wales and Queensland, along with selected accommodation, car rental and activity offers.
“The Central South Island is home to incredible experiences, and we are thrilled for the opportunity to promote Christchurch alongside these diverse regions. This campaign brings together a special offering for our Australian neighbours, shining a light on the collective strengths of the Central South Island,” said Anne Newman, general manager of Visitor Economy at ChristchurchNZ.
