Nikki Wicks
Oct 9, 2014

Canterbury & Christchurch Tourism channels Chaucer to beckon Sydneysiders

AUSTRALIA – Canterbury & Christchurch Tourism is challenging “squires, princesses and courtiers” from Sydney to conquer the region ye old fashioned way, with inspiration from literary great Geoffrey Chaucer.

Canterbury & Christchurch Tourism channels Chaucer to beckon Sydneysiders

Client: Canterbury & Christchurch Tourism

Agency: Iris Sydney

Campaign scope:  Digital, social, experiential, radio and centrepiece website, where potential visitors can discover Canterbury activities, create their own tale, and book a visit to make it a reality.

Details: Australian visitors have always been Christchurch’s largest holiday arrivals market, but despite a good knowledge of the city itself, familiarity with the Canterbury region is extremely low.

To raise awareness of Canterbury as a short-break option for holidaymakers in Sydney, the ‘Canterbury: Tales To Be Told’ campaign brings a play on the famous Canterbury Tales, penned in Middle England in the early 14th Century by Geoffrey Chaucer. The agency created the campaign based on Seven Tales, pulling on stories from across the region.

Press release quote: James Griffiths, deputy creative director, Iris Sydney: "The fantastical and fun world that we have created, we hope, will not only educate people about the region in a unique way, but really stand out from the traditional way of selling New Zealand as a destination—there’s only so many epic shots of mountains you can see before you go into auto pilot.”

Comments: Thou can’t help but smile at the tongue-in-cheek nature of this campaign. Putting some of the regions highlights into an old-fashioned context, the digital platform is well-designed and captures the tone of the campaign perfectly. And as you can probably tell, you just can help talking funny once you see it. Cast thine eyes over to yonder website and decide for thyself.

 

 
 
 

CREDITS

Agency: iris
Deputy Creative Director: James Griffiths
Copywriter: Daniel Miller
Senior Designer: Chris Clausen
Head of Digital: Darren Collins
Managing Director: Penny Dixon
Group Account Director: Jarrod Brennan
Regional Strategy Director: Dan Pankraz
Senior Planner: Tom Edwards
Digital Production: Terabyte
Client: Canterbury & Christchurch Tourism

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