In conjunction with ZQ Merino, Southern Discoveries has developed Mt. NIC – New Zealand’s ultimate high country experience. Spanning 100,000 acres from the shores of stunning Lake Wakatipu to the deep South, Mt. NIC offers tourists a truly unique opportunity to explore a working high country sheep station and discover one of the most stunning, vast and untouched parts of the world.
Voice, having worked on the Southern Discoveries vision five years earlier, was brought in to assist in the brand development and direction for this major international tourism innovation.
“For us, working on Mt. NIC was about continuing the Southern Discoveries brand in line with the vision to expand their proposition into new areas and parts of New Zealand. Their ultimate goal is to bring the very best of our country to the world through a wide range of experiences for both national and international tourists.”
Southern Discoveries’ move into Queenstown was a big investment for the company, and involved working with engineers from Australian boat building company Aluminium Marine Pty Ltd of Brisbane to build a brand new, multi-million dollar catamaran specifically to take Queenstown visitors around Lake Wakatipu and to Mt. NIC.
Voice not only positioned the brand, but assisted in the direction of the individual offerings available at Mt. NIC – from a genuine Woolshed Experience to High Country Walks and a 4WD Safari – as well as future opportunities for the station. Work included developing a high level plan for the layout of the Woolshed Experience, designing the look and feel of the experience and developing content for information boards.
“We worked hard to position Mt. NIC as the unique experience it is. What makes it so intriguing is the fact that it’s an iconic New Zealand experience and a major international tourism innovation that you won’t find anywhere else.
“It’s hands-on – a chance to explore and discover an untouched part of the country, to dive in and truly experience life on a high country sheep station. It’s nothing like the passive ‘tourist trip’ offered by other operators.”