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CHRISTCHURCH, Today: Strategy has created Te Anau Time to inspire travellers there has never been a better time than now to experience and explore one of New Zealand’s most diverse regions.

The campaign is based on the key insight that being in the deep south, Te Anau is blessed with extra-long days in the summer. In fact, on the longest day of the year, Te Anau has an hour of extra daylight and the sun goes down an hour later than in Auckland.

A key part of the campaign was the announcement that Te Anau will be moving into daylight savings for good, not turning their clocks back in April with the rest of the country, essentially creating their own time zone (Te Anau Time). 

Te Anau Time is supported by a master tvc, running on social channels, OOH and digital activities.

“The sun goes down an hour later in Te Anau than in Auckland.”

Visit Fiordland manager Stu Cordelle said: “We want locals and visitors to enjoy an extra hour in the sun. Daylight savings simply doesn’t work with us down here as there’s so much to do – from lake cruises to epic multi-day tramps, fly fishing; we’ve even got glowworm caves if you get tired of all the daylight. We implemented Te Anau time so that everyone can do and see more when they visit.”

Great South tourism & events GM Bobbi Brown said: “The tagline ‘Te Anau Time’ 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 and enjoy Te Anau Time.”

Strategy managing partner Nick Harvey said: “Being able to work on a project such as this, where we’re encouraging Kiwis to take the time to explore their own backyard, is amazing.”

Te Anau Time has really allowed us to showcase just one more thing that’s great about Te Anau — the extra daylight. We want to get even more people back down South, promoting more economic growth following the impacts Covid-19 has had on the Tourism Industry.”

This campaign has already had extensive national and international media coverage including Newshub, The AM show, Radio NZ and even on TikTok.


Client: Great South
Agency: Strategy Christchurch
PR: Gunn Communications
Production Company: Shotover Media

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