In April, Development West Coast was part of two successful applications that received funding from the Regional Tourism Boost Fund. One, alongside central South Island regions and a separate application with the Top of the South (TOTS) regions. Both of these campaigns are now in market and are designed to raise awareness, drive engagement, and ultimately increase visitation from Australia.
Winter Different
Central South Island
In market until 30 June, ‘Winter Different’ encourages Australian visitors to think differently about their winter getaway, soaking up all the adventure, relaxation and unique experiences the chilly season has to offer in New Zealand’s picturesque Central South Island.
With key partnerships including Webjet and Snap Rentals central to the winter-focused marketing campaign, visitors can make the most of their time in wider Canterbury and West Coast with more than 150 exclusive deals on accommodation, hospitality and activities.
A dedicated microsite is now live, centralsouthisland.co.nz. Digital advertising has been underway since mid May, with early results showing strong engagement with 5.7M impressions, particularly via mobile.
Upcoming activity includes a partnership with Webjet to promote a deal on flights into Christchurch, and highlight regional attractions, supported by email marketing and social media content. See the webjet landing page.
We are also leveraging our domestic social media channels to amplify the campaign and encourage Kiwis to share deals with their Australian friends and whānau, to help inspire visits.
Example creative is pictured on the right.
Luxury Escapes
Top of the South
The TOTS campaign is in collaboration with Luxury Escapes, who have recently been in the regions filming. The campaign is now live across their site, including an eDM to kick off the campaign. Further promotion will be rolling out across the Luxury Escapes social media channels, website and Dream Magazine over the coming weeks.
It's not too late to be part of this campaign with Luxury Escapes.
If you are an accommodation provider, please reach out to Neal Croft, Partnerships and Contracting Manager, neal.croft@luxuryescapes.com.
If you are an experience provider, please reach out to Royce Ly, Experience Partnership and Contracting Manager, royce.ly@luxuryescapes.com.
