Travellers arriving at Christchurch and Auckland airports are being encouraged to explore Mid Canterbury with a cheeky catchphrase – Nowhere, worth going.

The phrase pitches the district as one of the country’s most undiscovered destinations.

Group Manager of Compliance and Development Ian Hyde said the summer campaign was also running on roadside billboards, digital platforms and with a dedicated webpage offering itineraries and inspiration.

“It’s really a play on the common misconception that Mid Canterbury is in the middle of nowhere. Through some great images and drone shots, we showcase the district for its vast, beautiful and uncrowded landscapes, with plenty of treasures within.”

The idea was developed by creative agency Antony & Mates and supported by imagery captured during a RoadyNZ famil, and the campaign highlights Mid Canterbury’s genuine, uncommercialised experiences.

Mr Hyde said the campaign would run until mid-January, and target audiences in Auckland, Christchurch and Otago, to raise awareness of Mid Canterbury as a destination for travellers seeking something genuine, unique and undiscovered.

“We really offer something different here, with our rural charm, hidden gems and landscapes that feel like your own secret discovery.

“It’s not oversaturated, overpriced or packaged. It’s a genuine experience where visitors can enjoy breathtaking mountain views, braided rivers, forest trails and lakes without the crowds.”

Early data shows the campaign has already been well received, with a 122% increase in active users on Experience Mid Canterbury’s website.

To see the campaign in action, visit midcanterbury.co.nz