Brief:

To create a road trip video promoting the journey from Christchurch to Arthur’s Pass

How:

The council wanted to showcase the drivability and grand scenery of the Great Alpine Highway through a promotional video. This was the first time we had worked with Selwyn, so it was important we understood where their marketing had come from and where it was heading to.

After initial discussions it became apparent that we needed to come up with a plan that was uniquely Selwyn, something to really highlight the incredible things to experience in the stunning area of the South Island.

Rather than literally creating a road trip, following a specific demographic of tourist, filming them as they drove from the airport to Arthur’s Pass, we worked with the council to create a bespoke brief, which incorporated the highlights along the journey in a creative and engaging way.

Use:

The video is used at trade shows, on the Sensational Selwyn tourism website, by international travel agents and media and locally at events to promote Selwyn as a visitor destination.

Results:

In the first week the video reach more than 40,000 people on social media, a huge success for the council’s first tourism video campaign.