Destination Fiordland reveals rebranding to target domestic visitors

New Zealand’s Destination Fiordland has revealed the new brand ‘Fiordland - Beyond Belief’ to operators this week, setting out to target domestic travellers from day one and positioning Te Anau as ‘base camp’, while opening the eyes of international visitors to the fact there’s so much more to Fiordland than Milford Sound.

Destination Fiordland embarked on the brand refresh in October last year to attract domestic tourists. The goal of the new brand, ‘Fiordland - Beyond Belief’, was to highlight that Fiordland exemplifies all that’s good about New Zealand and is a destination in its own right, where locals value their visitors and ‘walk the talk’ about maintaining the world-class natural environment for generations to come.

Destination Fiordland has always been justifiably proud of its operators and attractions in the lakeside townships of Te Anau and Manapouri, and the raw majesty of Fiordland National Park’s glacier-carved fiords and rugged mountains.  

With many visitors starting and finishing their Fiordland adventures in Queenstown, making a quick pit-stop in Te Anau, the tourism organisation embarked on a brand refresh in October last year.

Destination Fiordland manager Madeleine Peacock notes “the launch of our new brand comes at a challenging time, where fortune favours the bold.

“Our challenge was to find a positioning that reflects all this majesty and helps drive visitation by making Fiordland a unique, inspiring, authentic and unmissable part of Aotearoa New Zealand, a place worth visiting.

“Fiordland is a must-see for international visitors but even last year we could see the untapped potential of domestic visitors. We clearly have a job to do at home, and this is a great start.”

Peacock advises that‘Fiordland - Beyond Belief’ conveys the scale, grandeur and mind-blowing nature of the area, and 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 .

Peacock adds “Our research has identified Kiwis desire to connect with nature, looking for real world experiences in their backyard, connecting with natural environments and ensuring those environments will be protected for generations to come – it’s about who we are as Kiwis.

“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.”

Kerri James, owner operator of award-winning five-star accommodation provider Radfords On The Lake, says she’s “absolutely delighted” with the new brand and notes “people down this way epitomise Southern hospitality, and ‘beyond belief’ is the perfect fit to describe Fiordland and everything we have to offer.”

Fiordland Outdoors owner operator Christine Wallace says the brand is in “perfect synergy” with the high-value experience that Fiordland offers.

“The brand communicates a premium location and offering that’s very much in sync with what we do here. It’s very timely when all regions around New Zealand are being considered by domestic travellers.”

Air New Zealand’s General Manager Global Brand and Content Marketing, Jodi Williams says Air New Zealand has a special connection with Fiordland through its work with DOC to bring back birdsong on the Great Walks, three of which are located in Fiordland.

“Fiordland Beyond Belief helps position Fiordland as a world-class destination, famous for its majestic scenery, and has inspired me to visit this unique and special part of New Zealand.”

Operators are currently being encouraged to incorporate the ‘Beyond Belief’ brand and associated imagery into their marketing and a new website is expected to launch within the next two months.

Image top - Fiordland Beyond Belief. Credit Chris Watson; image centre -the colours of Fiordland rainforest. Credit Will Patino; image above - a Takehe in all its glory. Credit Douglas Thorne