Campaign Destination

Plan D, City Tourism Marketing Campaign of Dunedin, New Zealand

City tourism marketing campaign that try to attract domestic tourists as travel destination.

Launched by Enterprise Dunedin on May 2020, “A Pretty Plan D” is tourism marketing campaign that try to a bid a domestic tourists to the city despite it not having been their first choice.

According Enterprise Dunedin, the initial phase of the campaign was about awareness of Dunedin’s offering as a domestic visitor destination, and based on initial research results, media coverage, social media and website engagement.

The final summary of campaign is not available yet. But the Pan D campaign has received good feedback from local tourism business which received visitors as a result of the campaign.

With a cost of $150,000, some of the local business said that the self-deprecating campaign has indeed pretty good. According Deborah Price, the Larnach Castech marketing manager, Pland D helped get Dunedin in front of people that might not have thought about it and it got people talking about Dunedin.

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More specific data was expected to be avaialable by June 2021. Enterprise Dunedin was also working through a refresh of the campaign to encourage more New Zealanders to visit Dunedin.

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