Christchurch and Canterbury Tourism: Christchurch Discovery Stream

After the Christchurch earthquakes of 2011, Australian tourist numbers plummeted. In a bid to get them coming back to the city, Christchurch needed to replace the images of devastation that many Aussies have held on to with images of the beautiful, ever-evolving city that it now is. The Discovery Stream provides Christchurch with an ongoing digital platform that crowd-sources and broadcasts the city's tourism experience in real-time. Using #ChCh tagged uploads from Twitter, Instagram and Facebook, it provides potential tourists with a window into the city. A local grass roots campaign in Christchurch ran simultaneously, allowing the city's tourist operators to promote their businesses using the digital platform by uploading images and information for all to see.