You’re Due South

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CHRISTCHURCH, Today: Strategy Creative has launched You’re Due South campaign, which aims to inspire Kiwis to visit Southland.

The campaign, created in partnership with Great South Tourism & Events after a competitive pitch process, 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 and rainforest of the Catlins, and everything in between. 

Strategy Creative Christchurch managing partner Nick Harvey said: “The strategy for the campaign was to inject some immediacy into people’s decisionmaking, 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 [] 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.

“Have you ever marvelled at a Milford Sound sunset? You’re Due South.”

These are split into varying length stays to show travellers that they don’t need long to explore a taste of what Southland has to offer, Harvey says.

The Southland Trails is supported by a master tvc running on TVNZ On Demand and social channels, OOH, social and digital activity.

Great South Tourism & Events GM Bobbi Brown said: “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.”

Nick Harvey: “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.”

  • View the tvc below


Client: Great South
Agency: Strategy Christchurch

About Strategy
Strategy Creative Christchurch is part of an international network of independently owned boutique agencies producing award-winning design and advertising around the world. The wider group was founded in 1992 in Christchurch and now has studios in Christchurch, Wellington, Auckland, Sydney, Melbourne and Tokyo.

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