Created in partnership with Strategy Christchurch after a competitive pitch process, Great South’s new campaign “You’re Due South” is geared to inspire Kiwis to visit Southland – from the epic vistas of Milford Sound to the rainforest of the Catlins.
The campaign strategy was to inject immediacy into people’s decision making through a memorable call to action that elevates the Southland region to the top of people’s to-do lists.
A key part of the campaign is an independent website 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.
It’s supported by a master TVC running on TVNZ On Demand and social channels, OOH, social and digital activity.
Great South GM tourism and Events Bobbi Brown says: “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.”
Managing Partner of Strategy Creative Christchurch, Nick Harvey says: “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.”
Client: Great South
Agency: Strategy Christchurch
Production Company: Two Bearded Men
Photographer: Two Bearded Men