Share the story
Businesses across Selwyn are using our toolkit to promote themselves and the region. This is a chance for all of Selwyn to get involved. We invite you to build your mark and share your story.
Businesses across Selwyn are using our toolkit to promote themselves and the region. This is a chance for all of Selwyn to get involved. We invite you to build your mark and share your story.
As part of the rollout of the Waikirikiri Selwyn place brand, we set out to test how the brand could work in a live, business-led campaign — reaching new audiences and inviting people to experience Selwyn in a fresh, memorable way.
Partnering with Ballooning Canterbury and MediaWorks (More FM Canterbury), we launched a collaborative campaign designed to quite literally take people’s experience of Selwyn to new heights.
MoreFM, Ballooning Canterbury and Waikirikiri Selwyn teamed up to invite listeners to see and experience Selwyn like never before.
Across a week of Breakfast Club broadcasts on MoreFM Canterbury, Ballooning Canterbury’s hot air balloon “hid” in a different Selwyn location each day. Listeners were given on-air clues, with each clue shining a spotlight on:
Local adventures and must-do activities
Hidden gems and spectacular scenery
Towns, rural areas, and open spaces across Selwyn
Listeners were invited to crack the clue and text BALLOON and their guessed location to go in the draw to win:
A family hot air balloon experience with Ballooning Canterbury
A cash prize, adding extra excitement and incentive
To reinforce the radio campaign, a series of billboards ran before, during, and after the promotion. Rather than simply advertising Selwyn, the billboards drove people directly to the competition, creating a clear call to action and strong connection between place, experience, and reward.
Digital and online content further extended the campaign, inviting audiences to imagine what it would be like to soar above Selwyn’s open spaces and spectacular scenery at sunrise.
We worked with Ballooning Canterbury to apply the Waikirikiri Selwyn place brand across all campaign touchpoints. This included:
On-air messaging that reinforced Selwyn as a place of adventure and discovery
Taglines and copy aligned to place-based storytelling rather than generic promotion
Visual assets that balanced Ballooning Canterbury’s brand with Waikirikiri Selwyn elements
Digital content that could be shared across MediaWorks, business, and Selwyn channels
The place brand acted as a connector — linking the Ballooning Canterbury experience to a wider Selwyn story, without overshadowing the business itself.
The Selwyn place brand works in commercial, media-led campaigns
Place-based storytelling strengthens business promotion
Shared campaigns create engaging, memorable experiences
This pilot showed how the place brand can be a practical tool for local businesses — helping them tell their stories while building a stronger, shared Selwyn identity.