Christchurch’s strongest icons and lauded visitor attractions have joined forces and aim to become the "No. 1" visitor at traction in the South Island.

Quartet is made up of two City Council units, the Robert McDougall Art Gallery and Christchurch Botanic Gardens, as wel a as Canterbury Museum and the Arts Centre of Christchurch.

"We are pooling our resources, knowledge and distribution networks to market our attractions to national and intentional tour companies, and are working together to target lucrative tourist segments, such as the cruise ship market," says Tony Preston, director of the Art Gallery.

The four attractions have received favourable responses from the tourist market and local visitors. "We have be en able to raise our profile and the profile of the area far more efficiently than any one at traction could have done by itself," says museum director Anthony Wright. "There are many positives to working together. We can strengthen our working relationships and cut down on advertising costs through a macro marketing approach."

In Quartet’s case, there is synergy between the attractions. Each has something different to offer. However, the commonality of geography (a few minutes’ walk from each other), culture and visitor mix means they can give visitors to Christchurch’s arts and culture quarter an unrivalled experience. "By working together we can increase our market share," says Arts Centre director Tony Paine.

Warwick Scadden, the Botanic Gardens team leader, agrees. "There seems to be little reason to view each other as competitors when a visitor to one at traction is most likely visit one of the others the same day."

Currently Quartet is developing advertising campaigns profiling the cultural quarter and there have already be en spin-of fs and economies. By pooling money and sharing advertising strategies, Quartet has at tended Christchurch and Canterbury Marketing’s successful New Zealand Tourism Roadshows and promoted arts and culture in Christchurch more effectively than before.

For more information contact David Chin, marketing and publicity officer, Robert McDougall Art Gallery, ph. 379 4201 or e-mail David.Chin@ccc.govt.nz