Covid-19 has hit Nelson Tasman’s economy hard but a bold marketing campaign is aiming to showcase the region to New Zealand.
‘We’ve got this / Kei a Tātou’ aims to project confidence and locals are being asked to share what they love to support local business and promote the region.
The campaign is part or Project Kōkiri, which was initiated during lockdown to build an economic strategy to speed up the region’s recovery.
Locals can expect to see a pointing finger – one of the campaign’s logos, making an appearance in news feeds and across the city.
Project lead and Nelson Tasman Chamber of Commerce CEO Ali Boswijk says Nelson is a “challenger brand” and needed to take a few risks to get some attention.
“For a small region with a limited budget to cut through at a time when there is so much competition for domestic visitors and when ‘support local’ campaigns are filling our news feeds, we needed to do something more than focus on sunshine hours and the relaxed pace of life,” she says.
The term ‘we’ve got this’ will be used to create a sense of confidence among locals that the region is in good hands and the economic recovery is well under way.
It will be used to show what the region has to offer – from stunning natural attractions to innovative businesses; a vibrant arts & culture scene to successful sports teams; world-class restaurants to artisan producers.
The campaign is aimed at all residents and sectors and is designed to complement the region’s existing marketing activity.
A launch video features local legends like Pic Picot, Mayor Rachel Reese and comedian Guy Williams, but the success of the campaign relies on everyone – residents, schools, businesses, community groups, social influencers, media outlets and expats – playing their part and sharing the best of what the region has to offer.
“Community input will be crucial,” says Ali. “We’re stronger together and while it might seem like there’s not much you can do to help at a difficult time like this, every post on social media and every poster that’s put up in a shop window will play a role in speeding up our recovery.
She says there are a number of different ways you can get involved.
“The more buy-in we get from locals, the more confidence will grow, the more attention we’ll get from the rest of New Zealand and the more livelihoods we can sustain here. That’s why we need everyone from Nelson Tasman to show New Zealand and the world how fantastic this place is.”
Locals are being asked to film or photograph their favourite places, businesses and products from the region and share them on social media with the hashtag #nelsontasman or the tag @NelsonTasmanNZ.
Or they can send in their submissions via email to [email protected].
A range of brand assets, from ready-to-print posters to animated GIFs for use on various social media channels, have been created and are available to download via the website wevegotthis.nz.
The best efforts will be displayed on the campaign website and also shared via Nelson Tasman’s social media channels and on digital screens around the region as daily and weekly highlights.
Continuing the collaborative spirit, a wide range of local businesses have contributed more than $25,000 worth of prizes to further incentivise locals to get involved.
All those who submit an entry will go into the draw to win daily prizes.
How to get involved: Need some inspiration? Here are some suggestions on what you can do.
- Share the launch video to your network via social media or email
- Print out a poster from the website and put it in your shop window, staff room or living room window, or download the poster template and make your own
- Head to your favourite regional destinations, take some pictures or record a video showing them off, spice up your creations with some custom graphics and share the end result on social media
- Share a shout-out to your favourite local businesses or products on social media
- Spell out ‘we’ve got this!’ in a unique way (e.g. by leading your animals to some feed in a field, arranging some rocks in the estuary, or laying some apples on the ground) and then share it
- Share a video on social media about how your business has adapted and why you believe the region’s economic future is sound
- Download a local product sticker from the website and add it to your packaging so the rest of the country knows about the amazing things we produce here
- Get a group together, film yourselves doing something awesome and share it on social media
- Help shine a light on some of our local heroes by sharing their stories on social media
- Take a big finger to an event (or into the streets) and waggle it around
And remember, if you’re sharing on social media, we need you to use the hashtag #NelsonTasman or the tag @NelsonTasmanNZ.
Or send in your submissions via email to [email protected]