• Brand design
  • Brand strategy
  • Digital
  • Marketing communications
  • Naming
  • Visual identity

Partnering with ZQ Merino, Southern Discoveries developed Mt. NIC – New Zealand’s ultimate high country experience.

Spanning 100,000 acres from the shores of Lake Wakatipu into the deep South, Mt. NIC offers a unique opportunity to explore a working high-country sheep station and discover this vast, untouched part of the world.

“Working on Mt. NIC was about continuing the Southern Discoveries vision of widening their proposition to new parts of southern New Zealand, engaging both domestic and international tourists.”

Considerable investments were made to move the Milford Sound centric business to Queenstown, including the purchase of a multi-million dollar catamaran to take visitors to Mt. NIC- designed as a hands-on, immersive experience and nothing like the passive ‘tourist trap’ offered by other operators.

Voice positioned the brand and assisted in the direction of the individual offerings – a genuine Woolshed Experience, a High Country Walk and a 4WD Safari – and mapping out future opportunities. “We worked hard to position Mt. NIC as the unique experience it is. The intriguing element is that it’s an iconic New Zealand experience and a significant tourism innovation you won’t find anywhere else.

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