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29 January 2026
Australian travellers invited to discover the Central South Island
New campaign invites Australian travellers to discover what makes the Central South Island different.
ChristchurchNZ’s new tourism campaign showcases New Zealand’s Central South Island
Australian travellers are encouraged to experience a destination unlike anywhere else, as ChristchurchNZ launches Discover Different, a new tourism marketing campaign showcasing the magic of the Central South Island.
Running through to mid-April, the campaign showcases the diverse regions, places and stories that make this part of New Zealand so unique. It aims to increase visitation from Australia across the autumn shoulder season.
The campaign is an example of regional collaboration
ChristchurchNZ worked alongside Destination Kaikōura, Visit Hurunui, Venture Timaru, Mackenzie Tourism, and Development West Coast after a successful application for a second round of funding via the Regional Tourism Boost Fund. The economic development agency received $1M in funding to drive more visitation out of Australia in partnership with the Central South Island regions.
ChristchurchNZ General Manager of Marketing, Brand and Communications Steve Backe-Hansen says the campaign shows the strength of regional collaboration.
“The Central South Island is home to incredible experiences, and we are thrilled for the opportunity to promote Christchurch alongside these diverse regions. This campaign brings together a special offering for our Australian neighbours, shining a light on the collective strengths of the Central South Island,”Steve Backe-Hansen - ChristchurchNZ General Manager of Marketing, Brand and Communications
Hiking over a swing bridge
Paddleboarding West Coast
“Discover Different provides a great platform to highlight the hidden gems of these regions. It's a fantastic partnership for all of us to bring further visitors to our shores over autumn.”
Discover Different campaign details
Designed by local agency Not Another, the campaign includes partnerships with Webjet, Mindshare, Flight Centre, Tripadvisor, Viator and Sunrise. Visitors can take advantage of $150 off flights to Christchurch from Victoria, New South Wales and Queensland, as well as discounts with Viator and Snap Rentals.
Key takeaways
- The Discover Different campaign showcases the best of the South Island to Australian visitors.
- The Discover Different campaign runs from mid-January to mid-April 2026.
- The campaign aims to increase visitation to the Central South Island from Australia in the shoulder season.
- The campaign is a collaborative partnership across Central South Island regions.
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