Mid Canterbury Tourism launches ‘Nowhere, Worth Going’ campaign via Antony & Mates

Experience Mid Canterbury has launched its 2025/2026 summer campaign ‘Nowhere, Worth Going’, ideated and developed by creative agency Antony & Mates, positioning the region as one of New Zealand’s most undiscovered destinations.

 

While many regions compete with polished attractions and commercialised experiences, Mid Canterbury offers something different: authentic rural charm, hidden gems, and landscapes that feel like your own secret discovery. It’s not oversaturated, overpriced, or packaged. Rather, it’s a genuine New Zealand experience where visitors can enjoy breathtaking mountain views, braided rivers, forest trails, and lakes without the crowds.

The campaign plays on the common misconception that Mid Canterbury is “the middle of nowhere.” It begins with that perception but reveals the reality: a place full of experiences that are absolutely worth going for. Through ultra wide and drone imagery, the creative showcases vast, quiet landscapes before revealing the treasures within.

Travellers will see Nowhere, Worth Going across Christchurch and Auckland airports, roadside billboards, and digital platforms, with a dedicated webpage offering itineraries and inspiration.

Running until mid January, the campaign targets audiences in Auckland, Christchurch, and Otago, aiming to raise brand awareness and position Mid Canterbury as the destination for travellers seeking something genuine, unique, and undiscovered.

View the campaign hub here.

 

 

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