Promoting Fiordland to Kiwis

The ‘Fiordland - Beyond Belief’ campaign was launched last year, targeting domestic travellers now and positioning Te Anau as ‘base camp’, while opening the eyes of international visitors to the fact there’s more to Fiordland than Milford Sound.

Destination Fiordland manager, Madeleine Peacock, says the challenge was to find a positioning that reflects all the region’s majesty and helps drive visitation by making Fiordland an authentic and unmissable part of Aotearoa.

Peacock adds that ‘Fiordland - Beyond Belief’ applies to everything on offer from the people who call Fiordland home to the quality of experiences, accommodation and food, and a deep sense of connection with the environment .

‘Doubtful and Dusky Sounds, the Great Walks and Lakes Te Anau and Manapouri have to an extent been hiding in the shadow of Milford Sound, however these areas are equally as impressive.’