Tourism

Through using the established vehicle of the sister cities programme, tourism operators from Adelaide and Christchurch gain the benefits of using an easily recognised promotional vehicle. Tourism impacts under the sister cities scheme fall into two broad categories – done deals and profiling.

Done Deals 2000

• ‘Postcards from Christchurch’, a 46 minute documentary on Christchurch and Canterbury screened during prime viewing time on Saturday, 1 April 2000, to a huge audience in South Australia. The documentary for the popular ‘Postcards’ series was shot in November 1999, in a project initiated by the Sister City committee, which they facilitated together with Christchurch & Canterbury Marketing and members of the local tourism and hospitality industry.

• The committee assisted Adelaide’s Penelope Herbert, Features Editor of ‘Essential Australia’, a national magazine, with local contacts when she visited Christchurch in May 2000. This resulted in a feature section on Christchurch and Canterbury in the July edition.

• Christchurch and Canterbury Marketing’s Australia Area Manager Jo Moore in July 2000 attended a NZ Expo through Australia with Adelaide based wholesale company 'Kirra Tours'. She met with over 1000 consumers during 5 hour evening shows, which included a 15 minute presentation on the region, followed by one on one meetings held at display area. Also, each morning 3 hour shows meeting one on one at 15 minute intervals with 60 plus retail travel agency reservation staff. 2100 brochures were distributed (Christchurch & Canterbury Visitor Guide and the 100% Pure Southern Escape brochure.) She converted many consumers to including Christchurch in their travel plans - plus raised the awareness of the depth of Canterbury products available.

Previously

After the 1998 Christchurch delegation visit to Adelaide, links were set up between Kirra Tours and the Millbrook Resort near Queenstown. As a result, the resort is promoted in South Australia and Mr Richard Hubber of Kirra Tours was able to expand his exposure of tourism alternatives in the South Island.

Profiling

Adelaide has gained a permanent natural marketing hook in Christchurch, with the Adelaide Garden, as part of the Sister Cities Gardens at Halswell Quarry. For more information about the Adelaide Garden see www.christchurch.org.nz/SisterCities/Gardens/

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