From the Southern Scenic Route to the Around the Mountains Cycle Trail and some of the best of Southland’s spots in between, the region has been relishing its increased exposure on the national stage.
This exposure includes a video created by NZ travel guide/social media influencer Bare Kiwi, a feature on Lotto NZ and an article on the Urban List – a website that targets the urban centres.
GM for Tourism and Events at Great South, Southland’s Regional Development Agency, Bobbi Brown, said given the challenges faced by the local tourism sector this year, this increased exposure was a real boost.
“Together, the range of media pieces have helped to promote the Southland destination, giving people more motivation to travel south, spend time in our wonderful slice of paradise, and support our local economy”
Great South partnered with Bare Kiwi, perhaps most famous for being slapped by a seal with an octopus last year, to showcase the Southern Scenic Route and Stewart Island.
Mrs Brown said the Catlins video footage promotes the route, which is recognised as one of the top 10 self-drives in the world, and its many sightseeing opportunities along the way, with the Stewart Island video, also showcasing Southland as a destination.
Further building on this promotion, Great South also worked alongside the Urban List to encourage Aucklanders to head south, with a resulting media article highlighting where to eat, stay and play in ‘New Zealand’s Magical Southland region’.
Mrs Brown said the recent coverage had contributed to a strong platform being established for future campaigns to be built on and the Great South team was looking forward to leveraging further success from this.
“We are focused on working alongside media and industry representatives to promote the Southland region and connecting our local operators and industry with increased customers – which is critical to the industry’s and wider Southland region’s recovery,”
Mrs Brown encouraged Southlanders to keep their eyes peeled for Great South’s next campaign which would provide plenty of motivation and opportunities to rediscover Southland.
“We are looking forward to launching our next campaign and continuing to showcase the region and all it has to offer locals, the self-drive market and of course, with the jet returning, those in Auckland,”