There's No Place Like Naseby Domestic Tourism Campaign

Did you know...tucked away in Maniototo, Central Otago is one of the most charming of Otago's gold rush settlements? Naseby. During Covid-19, a group of local business owners approached Firebrand to create a new campaign that would encourage domestic tourists to uncover what is unique about Naseby and boost the local economy post lockdown.

The Brief

After several major events had been cancelled or rescheduled due to the Covid-19 lockdown restrictions, including the Brass Monkey Rally, the Curling Championships, the Bards Ballads and Bulldust Festival, and the 12 Hour Naseby Mountain Bike Challenge, the Naseby community needed a campaign that would remind people of all the good things you could still see and do in the town.

The Solution

The campaign specifically focused on a social media strategy starting with a series of ‘‘Did you know...’’ social posts and digital banner ads highlighting all of the key parts of Naseby that are special and beautiful. Specifically targeting people in the lower South Island, but also specific groups, such as mountain bikers, bushwalkers, pet lovers and families.

Naseby - Did you know?

There was much to enjoy in the town and this campaign approach was just about "telling that story" and providing information for people who had never visited or never heard about all the amazing things you could do in Naseby before.

A grassroots approach was a big part of the campaign.‘‘Basically, don’t forget us — we’ve got an awful lot to offer.’’ - Jill Wolff, Community Volunteer

The campaign also included the development of a new, nostalgic 'look & feel' for the Naseby, New Zealand social platforms and campaign graphics, incorporating hand-painted fonts and graphics reflective of the towns historical roots.

Naseby Campaign Look & Feel

The second phase of the campaign was a hard-hitting video put together by our talented videographer Paul, that included the collaboration of clips from the community, as well as other contributions from Ernslaw One LtdStoked for Saturday, Otago Otago District Council and Otago Drone Services. The video highlighted some of the drawcard attractions like curling, the ice luge, the mountain bike tracks and night sky tours to create a short, sharable video for people to send to their friends and family to promote the area.

The Results

Across the space of the campaign, the Naseby “Did you know?” campaign graphics has reached over 23,425 people with 15,497 interactions, and their Facebook and Instagram accounts have had over 350 new page likes and follows. Feedback from the Naseby community during the Queens Birthday weekend was they were “swept off their feet” from the response to the campaign. The video has been played over 13,000 times with another month remaining of promotion to push tourism in Naseby throughout the school holidays.