rebuilding christchurch

1. Rebuilding Brand “Christchurch”

2. Devastated Christchurch
s

3. Devastated Christchurch
• Every year, New Zealand experiences about 14,000
earthquakes, which are mostly small to moderate in
size.
• On Tuesday 22 February 2011, New Zealand was hit
with a 6.3 earthquake that struck the city of
Christchurch.
• The earthquake was so severe that 1 in 6 buildings
were certified unfit for occupation.
• Auckland saw 21,000 people arrive from Christchurch
as the try to avoid aftershocks.

4. What the World Saw
Christchurch’s pain was felt and seen around the world

5. What the World Thinks
Online sentiment analysis shows that the world is actively
talking about this event and the sentiment for
Christchurch as a destination has taken a hit.
Earthquake - 22nd Feb
Data comes from SIP:Enterprise Volume Sentiment

6. What about Brand “Christchurch”
Although the Government is making efforts to build the
damaged buildings and road…
What about the Brand and Reputation of Christchurch?
Christchurch relies on tourism and needs the world to
know it is open for business.

7. How to Reach the World
“Having grown up in New Zealand and lived in
Christchurch I think I understand the Kiwi’s psyche …. So
when it comes to the tourism sector needing to
promote Christchurch to the world. I expect it will take
the form of a pragmatic, cost effective and a ‘deliver
results now’ type approach…
I am not going to ask you to sell the farm with huge TV
or Print campaigns. Get your message out with Social
Media Marketing. It is easy for you to get started
yourself, without large costs and it will give you a
chance to tell the world your story.”

8. Develop a Social Media Marketing Plan
Before you jump into Facebook or twitter… please
consider some simple steps;
1. Identify who you want to promote to (ideal
persona)
2. Create your messaging plan (what do you want to
tell people)
3. Establish a site plan (where are you going to
promote your messages)
4. Establish your KPI’s (measure, so you know if you are
meeting your targets

9. Tips for Rebuilding Christchurch’s Brand
s

10. 1. Reach out to opinion makers and media
in the industry.
2. Be proactive with your positive news.
3. Images speak louder than words, we
have a beautiful city - show people. Eight General Tips
4. Promote a destination within a
destination.
5. Utilise social media that reaches the
whole world (i.e., Facebook/Twitter are
blocked in China).
6. Celebrate your celebrations (World Cup)
7. Target niches markets for promoting
8. When the time is right, make a big splash.

11. • Run a lobby or F&B webcam so people can
share their experience LIVE.
• Integrate social media into your physical Tips for hotels &
property - welcome foursquare or twitter guest houses
users in their own profile.
• Find comments from Facebook and place
them on the lobby LCD panel for everyone
to see.
• Find your best ambassadors and engage
them.

12. • Build engaging itineraries instead of
listing of attractions.
Tips for tour
• Run competitions (photos/videos upload
comps) to showcase your tour…. Let the operators
world see what you are offering.
• Develop a Blog - invite your clients to post
or be a guest bloggers.
• Ensure your web site and properties are
listed locally via Google Maps and ask
customers to post via Google and Yelp
about your tour, services, etc.

13. Is it working?
Tourism is your lifeline… reach out... Let people know you
are ready to receive them… promote your city, venue,
hotel, tour … let’s get people back to Christchurch.
In this time, just don’t forget the basics of marketing….
measure and optimise. Use Google Analytics for web
site analytics and SIP:Enterprise for social media
analytics … Spend wisely and make every dollar count.
Let’s get Christchurch back on the map with tourists
worldwide.

14. Never forgetting Christchurch