TOURISM WAITAKI LOCAL & DOMESTICVISITOR CAMPAIGN - POST COVID-19

APRIL 2020

WaitakiNZWaitaki_NZwww.waitakinz.com

We are missing you

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CAMPAIGN

Tourism Waitaki have produced a local/domestic visitor campaign to stimulate the return of visitors to the

District. It is based on the principles of Dream, Plan and Book; rolled-out in sequence with the dropping of

COVID-19 lockdown levels.This campaign is designed to have as much community

and business support and participation as possible, the reach and eventual influence of this campaign will be

reflective of response and participation the community and local businesses provide.

We are missing you

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- Friends and family will be the first group likely to visit the District

to re-connect with those who reside here.

- Using locals to participate in this campaign puts a personal

touch to it, with a far greater reach than any marketing agency

could attain.

- Inviting locals and businesses to use the free resources available

from Tourism Waitaki to spread this common message and using

unique Waitaki logos and campaign text.

- Locals and businesses to use their own special images/logos to

share with their family, friends and customers. Resources include:

Digital signatures for emails, Zoom back grounds, Facebook and

Instagram messaging using a common theme with their personal

touch, sending this outward from the district.

This campaign is based on the following principles:

CAMPAIGNWe are missing you

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- This campaign is using only social and digital platforms, offered across

various groups, businesses and families to spread and share to other

locals/businesses throughout the district.

- The success of this campaign will be driven by the businesses and

community joining and supporting it. Connecting with many customers,

friends and family with the intent to re-connect post COVID-19 in the

Waitaki over the coming months and well into spring and summer.

- This is a cost-effective and personal approach to see us gather friends

and family to connect again here in the Waitaki.

- Offering to host family or friends makes an inviting proposition in the

short to medium-term, allowing them a Kiwi holiday in a different

region, offering an affordable break.

- The campaign offers businesses an opportunity to lift their profile to

locals and visitors.

This campaign is based on the following principles:

CAMPAIGNWe are missing you

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STAGE ONETuesday 28 April 2020 until COVID-19 Level 3 ends.

Campaign Name: Campaign Delivery:

Strategy:

Campaignfree assets & content:

“We are Missing You” – Oamaru & Waitaki

Via digital and social media platforms

The statement reflects what we have been missing, wider personal connections outside our immediate family bubbles. This campaign will connect with as many in the community via social channels - community groups, businesses and local media to firstly gain its purpose and intent. Awareness of content, its outcomes and need for the Waitaki District community and businesses to get in behind it to spread the word as far and wide as we can.

“We are missing you” photos to post on digital platforms and on your personal email signature, zoom backgrounds, as well as assets to create your own personalised image to share via Facebook and Instagram. Instructions will be available on the set-up and use of these assets on various digital platforms.

01.

CAMPAIGNWe are missing you

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STAGE TWOStarts at COVID-19 Level 2.

Campaign Name: Campaign Delivery:

Strategy:

“Let’s re-connect here” – Oamaru and Waitaki

Via digital and social media platforms

Put the invite out! Now that people can start to move around the country again, our messaging alters to reflect what makes our district special, including the values, unique places, and experiences that make us. It is to highlight what locals, businesses, community groups and visitors love about our place and want to nurture, protect and discover. This will include digital images of the special places and suggestions around safe environments to visit where people may still have concerns around spatial awareness - post their ‘bubble/home’ environments from Level 3 and 4. It will include suggested touring routes, activities and attractions which embrace our special geo-site outdoor sites. It will build business awareness. Suggesting spring and summer activities and recreational options such as camping, hiking, boating, day trips to the high-country or beaches, Parks, Gardens and reserves or local cycling trails including the Alps 2 Ocean etc. Showcasing all the places where you can take friends and family to appreciate not only being together again but taking an opportunity to visit all those places in our district that are worth sharing, and are safe. Promoting local businesses which offer great product, produce and service.

CAMPAIGNWe are missing you

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02.

STAGE THREEStarts at COVID-19 Level 1.

Campaign Name: Campaign Delivery:

Strategy:

“Giving you our best deals” – Oamaru and Waitaki

Via digital and social media platforms

Promoting the best deals and offers from businesses that locals can enjoy with visiting friends and families this spring and summer. These may be via a variety of ways such as offering a discount, two for one deal’s, Kid’s join/eat or stay free, merchandise give-a-ways etc. Promotion will be via the Waitaki NZ website, it will not take bookings or commissions only direct visitors to the operator’s website where the deal can be obtained.

CAMPAIGNWe are missing you

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03.

CAMPAIGN STAGESWe are missing you

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STAGE ONE STAGE TWO STAGE THREE

1 2 3

OVERALL AIM – DRIVE VISITATION TO THE WAITAKI AS A SAFE, AFFORDABLE AND STIMULATING PLACE TO SPEND A HOLIDAY

NOW COMMMUNITY LED/ COMMUNITY ENDORSED FUTURE

PHASE 1: APRIL - END LEVEL 3 PHASE 2: LEVEL 2 PHASE 3: LEVEL 1

CAMPAIGNWe are missing you

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THANK YOU

WaitakiNZWaitaki_NZwww.waitakinz.com