Case History Database

On February 22 2011, Christchurch (ChCh) changed forever. A massive 6.3 earthquake tore the city apart, killing 185 people and injuring thousands. It was the second deadliest1natural disaster that New Zealand had ever experienced. ChCh was classed a disaster zone. The total cost to insurers of rebuilding the city has been estimated at NZ$40 billion, making it by far New Zealand's costliest natural disaster.Not exactly the top place that people would choose to go on holiday. The Situation: A 32%3 decrease in Aussie holiday arrivals into Christchurch resulting in a 25%4 drop in airline capacity. Our challenge was to turn Aussie sympathy into visits to ChCh. We’d need to invite Aussies back to ChCh, convincing them it was ok to come and visit a city that had been impacted by an earthquake, and that they thought had minimal attractions, fewer flights, little accommodation, and was a broken depressing city as a result of 24/7 news and social media coverage of the earthquake.

	Author & Strategy Planning Director		Dan Pankraz
	Creative Director		Tom Hoskins
	Associate Creative Director		Phil Shearer
	Account Manager		Felicity Andrews
	Managing Director		Simon Porter
	Art Director		Brad Jones
	Head of Digital		Darren Collins
	Marketing Manager		Rowan Townsend		Christchurch & Canterbury Tourism
	CEO		Tim Hunter		Christchurch & Canterbury Tourism
	Consumer Marketing Executive		Sheena Crawford		Christchurch & Canterbury Tourism
	Online Marketing Executive		Averlea Burgess		Christchurch & Canterbury Tourism