North Shore City Council’s Youth Destinations Programme: In2it makes getting active easy.
Introduction
The North Shore City Council Youth Destinations programme aims to get more 10-15 year olds active in their unstructured leisure time. Partnerships with schools, clubs and other community organisations are used to deliver events and opportunities for physical activity. These events are supported by innovative marketing tools with the aim of reducing physical and social barriers to participation.
In2it is a prime example of one of the marketing tools being used to help connect young people with a range of events, clubs and facilities in the North Shore area. This project is not just about providing physical activity, it’s about connecting with the youth demographic in ways that are contemporary, relevant and “street”, through multimedia, music, friends, and adding physical activity into the mix. It’s a technologically and socially savvy project which is supported by a website as its hub, and a range of other technologies to engage young people and their parents.
This case study looks at the In2it brand, strategies used to market Youth Destinations, and some operational aspects and learnings from the Youth Destinations programme to date.
Updated | 09 Jul 2008.
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