Experience Mid Canterbury has launched its 2025/2026 summer campaign, which aims to position the region as one of the most undiscovered destinations in Aotearoa.
Nowhere, Worth Going, plays on the way mid-Canterbury is often referred to as the “middle of nowhere”. It shows off the region’s authentic rural charm as well as all the experiences it has to offer, including mountain views, braided rivers, forest trails and lakes.
The campaign was ideated and developed by creative agency Antony & Mates and supported by imagery captured during a RoadyNZ famil.
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 for mid-Canterbury.
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