Understanding audiences and increasing visitation for rugby matches in Ōtautahi Christchurch are the driving forces behind a new partnership between ChristchurchNZ and the Crusaders.
The three-year partnership was signed in December 2020 and represents an exciting pairing of the city’s sustainable economic development agency and one of New Zealand’s strongest sporting brands.
Both organisations share international aspirations for the partnership, leveraging both the Crusaders’ strong brand equity, and the innovative and attractive city offering of Ōtautahi Christchurch.
ChristchurchNZ and the Crusaders launched a visitation campaign on 6 March encouraging Kiwis to visit Ōtautahi Christchurch before and after the Crusaders’ Super Rugby Aotearoa home matches. It builds off a successful tactical campaign in 2020 with a similar aim.
The two organisations have also commissioned a joint research project to gain insights on Christchurch as a sport event destination, intended to help guide marketing activity. This will take place throughout the 2021 Super Rugby Aotearoa season.
Colin Mansbridge, Crusaders CEO, said they had developed a strong relationship with ChristchurchNZ over the past 18 months and was “delighted to be aligning more closely in pursuit of some common goals for our region”.