Strategy Creative 147 Gunn Communications Te Anau Time — a new time zone, for good

  • Pou Auaha / Creative Directors
    Chris Flack, Meg Stuthridge
  • Ngā Kaimahi / Team Members
    Nick Harvey, Lee Parkinson, Holly McLeish, Nick Jeffrey, Anna Matthews, Paul Gunn, Anke Ruwette, Gemma Heaney
  • Kaitautoko / Contributors
    Gunn Communications, Shotover Media, Te Anau operators & locals
  • Client
    Great South

The Covid-19 pandemic had decimated the global tourism industry. In New Zealand, a once-popular destination called Te Anau was ready to give up. It needed a way to reconnect with Kiwi travellers, especially those in big cities like Auckland, and encourage people to visit once lockdowns were over.

Our insight. Te Anau has an extra hour of daylight compared to Auckland, and by not turning the clocks back in April for Daylight Savings, it effectively created a bespoke time zone: Te Anau Time. The idea, show there is so much to do in Te Anau that people need an extra hour of daylight.