Great South has launched a new campaign, created in partnership with Strategy Christchurch, after a competitive pitch process, which is geared to inspire travellers that there has never been a better time than now to experience and explore one of New Zealand’s most diverse regions — from the epic vistas of Milford Sound to the unforgettable coast, rainforest of the Catlins, and everything in between.
The strategy for the campaign was to inject some immediacy into people’s decision making, through a memorable call to action that elevates the Southland region right to the top of people’s to-do lists. Another consideration was to add greater emphasis to the diversity of cultural activities Southland has to offer.
A key part of the campaign is an independent website (www.yourduesouth.co.nz) which hosts five curated ‘trails’ around Southland. The trails are based around types of travellers and provide each with a suggested itinerary; The Foodie, The Explorer, The Adventurer, The Free-Spirit and The History Buff. These are split into varying length stays to show travelers that they don’t need long to explore a taste of what Southland has to offer.
The Southland Trails is supported by a master TVC, running on TVNZ On Demand and social channels, OOH, social and digital activity.
Says Bobbi Brown, GM tourism and events, Great South: “The tagline ‘You’re Due South’ works for visitors who have never been to the region as well as for visitors who have been before, but perhaps not for a while. We want people to come to Southland now, not just put it on their bucket list. Whether you are a foodie or an adventurer, the campaign shows you how you can explore Southland in new ways.”
Says Nick Harvey, managing partner of Strategy Creative Christchurch: “Being able to work on a project such as this, where we’re encouraging Kiwis to explore the bottom of their backyard, is amazing.
“Southland NZ has really allowed us to present the region in a new light, in a way to get even more people back down South, promoting more economic growth following the impacts Covid-19 on the Tourism Industry.”
Have you ever marvelled at a Milford Sound Sunset?
You’re Due South.
Client: Great South
Agency: Strategy Christchurch
Production Company: Two Bearded Men
Photographer: Two Bearded Men