Christchurch  Earthquake  – Crisis  

Marketing  Case  Study

Rowan  Worner,  GM  Marketing  Christchurch  &  Canterbury  Tourism

Jill  Collins,  MD  Barking  Owl  Communications  

• Determine  our  role  in  the  disaster• Communications  plan  of  attack• Internal  agility

“Over”

• Honesty  and  integrity• “When  to  market?”• Never  ending  challenges

Exceptional  regional  tourism  experience  Broken  gateway

• Disrupt  visitor  behaviour• Imperfect  proposition• Audience  to  fit  our  product

• Stronger  advocate  and  voice  of  the  visitor• Organisational agility

The  Day  the  Clock  Stopped

Communication  Program

Coverage:    Sep  2010  ~  Feb  2011

Communication  Program

Communication  Program “No legacy is as rich as honesty”

William  Shakespeare  All’s  Well  That  Ends  Well

Demonstrating  Progress

Communication  Program

First  Year  Anniversary

Search  for  an  Ad  Agency

Christchurch  Re-­‐Imagined  Briefing

Maintaining  the  communications  flow

Thanks  and  come  visit.