Christchurch promotion agency's central city plea: 'Baby, come back'

Monday, 17 June 2019

A 70s pop hit and comedians playing twins will anchor a new campaign aimed at giving central Christchurch a winter boost.

The campaign, by economic development and promotional agency ChristchurchNZ, is aimed at enlivening the central city and increasing patronage for shops, bars, eateries and hotels.

Local performers Shay Hooray and David Correos play childlike twins Chadlee and Chatfield (named to represent ChCh) in the campaign's videos, pictures and posters.

Retro-styled in matching outfits, the pair feature in long and short videos. They punt on the river, shop, eat, and enjoy the Margaret Mahy playground, library, and music.

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A recent survey found Christchurch residents were positive about the central city, but were put off by begging and anti-social behaviour.

American band Player's 1970s single Baby Come Back has been covered by local musician Jed Parsons and used on the videos.

The campaign is aimed at young professionals, families, and retirees, with a hoped-for spin-off of attracting more tourists. It will cost $80,000, plus the cost of licensing the song.

Both the city council and Crown rebuild company Ōtākaro have put money into the project. It was launched to city businesses on Monday.

Tim Loftus, general manager of marketing, brand and communications for ChristchurchNZ, said they wanted to 'have fun with Baby Come Back, create conversations, have some laughs, and encourage people to explore their CBD together'.

An $80,000 campaign aims to increase patronage for shops, bars, eateries and hotels in central Christchurch.

Businesses will have access to the campaign material and will be encouraged to use them in promotions.

Central City Business Association manager Paul Lonsdale said they were 'thrilled' at the initiative, especially in mid-winter.

'Our businesses have invested and worked hard to establish themselves, and their collective efforts are helping drive the revitalisation of our city centre,' he said.

Shay Hooray, left, and David Correos feature in ChristchurchNZ's new Baby Come Vack campaign for the central city.

'Significant progress has been made and we feel the time is right for people to come back.'

In February this year a ChristchurchNZ and city council winter promotional campaign was dumped after city councillors said it left them 'cold'.

Loftus said the new campaign was 'not related' to the dumped package.

In a survey of residents earlier this year, three-quarters told ChristchurchNZ they were positive about their central city, up from a third last year. However, many said they were put off by begging and anti-social behaviour.

The survey showed that of those coming into the city centre, nearly 50 percent were eating and going to bars, 35 per cent were shopping, and 33 percent were visiting attractions.