Southland’s cheeky message
Southlanders have a cheeky message for anyone not yet living in the region: Get a life.
Literally. Because if you ask newcomers what they appreciate about living in Southland, most say it’s the work-life balance the region affords them.
Regional development agency Great South will be launching the Get a Life campaign at the end of May, together with a toolkit that businesses can use to attract new staff.
Chief executive Chami Abeysinghe admitted the message was a bit sassy, but said: “We really wanted to push the boundaries.”
Great South had previously had success with an unconventional campaign when it had most media outlets in New Zealand convinced Te Anau was seriously considering remaining in daylight saving hours and calling it Te Anau Time in 2021.
“Cheekiness is probably appropriate for us Southlanders and quirkiness makes headlines,” Abeysinghe said.
Great South worked with Naked Creative to develop the idea and Abeysinghe said it spoke to the different benefits of living in Southland; from interesting things to do, to the affordability of the region and the pace of life.
The toolkit would include social media resources, videos and a site where people could learn more about practical things such as schooling options.
Great South would also launch an ambassador programme, making sure there were people from all sorts of industries who could speak knowledgeably about the area with the same voice.
“As a region we’re proud, and we have a narrative to tell,” Abeysinghe said.
Businesses would be able to use the tools for free, she said, and she hoped it would “get us above the noise”.
Southlander Business Chamber chief executive Sheree Carey said the ambitious project aimed to shift perceptions about living and working in Southland.
“With a unique blend of opportunities and a slower pace of life, Southland is presented as the ideal answer for those seeking to escape the relentless ‘rat race’.”
Carey welcomed the unified approach to promoting the region.
“This initiative is not just a marketing tool; it’s a lifeline for Southland businesses in urgent need of talent,” she said, adding that the chamber’s member surveys consistently named staff recruitment and retention as one of the biggest challenges businesses were facing.
“The success of this toolkit hinges on its adoption by the business community, which is encouraged to leverage these resources to attract new talent,” Carey added.