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Develop an IMC plan for Christchurch

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Goal


Develop an IMC plan to address the communications needs you think will arise in the
reconstruction of Christchurch’s reputation. This will include business people here
and overseas as well as visitors.




Background


Settlers of the Christchurch region were Moa Hunters who hunted the moa out of
existence by the 1500s.
On February 16th, 1770, Captain James Cook in the "Endeavour" sighted Banks
"Island" Peninsula.
On 16th December, 1850, the first 792 pilgrims arrived in Lyttelton Harbour. Prior to
their arrival the city's name was decided by the Association's first meeting on 27th
March, 1848.
On 31st, July 1856 Christchurch became a city by Royal Charter. This makes
Christchurch the oldest city in New Zealand. Many of the city's fine Gothic buildings
by the architect Benjamin Mountfort date from this period.
During September 2010 Christchurch suffered an earthquake. On Tuesday, February
22nd Christchurch suffered a further, more devastating earthquake
Christchurch is an important hub for airlines bringing travellers from Australia,
China, Japan, the UK and the United States. It is a starting point for most adventures
around the South Island. It is a base for exploration of Antarctica.
For more information go to: http://www.tourism.net.nz/new-zealand/about-new
zealand/regions/christchurch/history.html
Christchurch has accounted for 15% of New Zealand’s GDP.
An Inspiring Journey


The city and its people (“Cantabrians”) have the spirit to keep on going: To rebuild
the reputation of the area and to re-build a new Christchurch. Christchurch is the
Gateway to the myriad experiences that include: Blenheim, Marlborough and the
world of wine; Whale and Albatross viewing; visits to Mount Cook, Queenstown and
Fjoordland.
Christchurch and the South Island remain a source of inspiration.


Experience It For Yourself


Christchurch is:
   (1) The gateway to a very special experience.
   (2) The source of future business opportunity.


The Communication Challenge


   (1) At the Tourism New Zealand Christchurch website you can read about the
       many benefits of travel to the city, and beyond. They need to be reminded that
       Christchurch is still the gateway to a very special and memorable experience.
       When they find out they will be won over.We need to engage with people that
       live in New Zealand, and people that visit Christchurch and the South Island at
       the times and in the places that they’ll be most receptive to understanding the
       benefits of a visit.
   (2) We need to encourage continuation and development of commercial/business
       investment and activity from both overseas and within NZ


Target Audience


We are interested in reaching:
   (1) Young people considering coming to the Christchurch are to study at
       University.
   (2) Young people considering coming to the Christchurch as a first step in
       exploring the South Island.
   (3) Overseas visitors considering coming to the Christchurch as a first step in
        exploring the South Island.
   (4) Business people who consider Christchurch as a venue for conferences and
        conventions.
   (5) Business people - overseas and within NZ - who are able to influence the
        continuation and development of commercial/business investment and activity
        in the Christchurch area.


Media


You are free to demonstrate your thinking across any relevant combination of IMC
channels and touch points. We are very interested in the contexts and environments
that you think the target audience will be most receptive to your creative ideas.

				
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posted:6/23/2011
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