Sponsored by NZME
Tūhura Otago Museum
Museum a leader in its sector thanks to creative adaptability
Attracting over 400,000 visitors annually, Tūhura Otago Museum is the South Island’s most visited cultural institution. Established in 1877, it is more than a museum, offering a science centre, planetarium, tropical forest, venue hire, and public programmes.
In the past year, it has hosted 17 free exhibitions, 170 community events, and 236 private events, and conferences that have boosted Dunedin’s economy. The Museum’s Outreach Team educated over 25,000 young people.
A small but innovative marketing team drives much of the Museum’s visibility. Despite limited budgets, their out-of-the-box thinking consistently generates national and international coverage. Museums Aotearoa CEO Sarah Maguire recognised them as a “team to watch” for their creativity and impact. Through their efforts, the Museum thrives with standout exhibitions and unique weekday events.
In the last two years, the Museum has gained national and global media coverage. From its Bird of the Year campaigns to its exhibitions and events, Tūhura and the city have been mentioned on media networks like CNN and the BBC, and recognised by prominent figures. The marketing team relies on its agility and creativity to come up with memorable moments on a shoestring budget, making the most of every opportunity.
Tūhura’s creative adaptability make it a leader in the GLAM (Galleries, Libraries, Archives, and Museums) sector.
Otago University Students’ Association
Amplifying student voices and building community connections
The Otago University Students’ Association (OUSA) exists to support and represent over 20,000 students at the University of Otago. Through events, clubs, recreation, media platforms, and support services, OUSA enhances student life.
Its marketing team drives brand strategy and campaign execution, amplifying student voices, and building community connections.
They are agile, audience-focused, and consistently deliver high-impact campaigns despite the limited resources available. In the past year, the OUSA marketing team has increased social engagement by over 40%, introduced focus groups for deeper insights, and
launched successful campaigns across departments. Their adaptability to a constantly changing student demographic sets them apart.
Unlike external agencies, OUSA is embedded in student life, enabling authentic, trend-savvy communication. Their creative, strategic approach fosters culture and belonging, with campaigns ranging from mental health to music events.
Growth has been evident in digital engagement, team expansion, and cross-department collaboration. They’ve also investigating marketing as a revenue-generating function, aligning with economic realities.
Southern Way
Exemplifying innovation, partnership, and sustainable tourism
A strategic tourism initiative launched in 2023, Southern Way unites eight Regional Tourism Organisations (RTOs) spanning the lower South Island—from Waitaki to Stewart Island, Central Otago to the Southern Lakes, Southland and everywhere in between. This collaboration showcases the diversity and richness of the South, inviting travellers to explore iconic landscapes, vibrant cities, and authentic local experiences.
In 2024, Southern Way partnered with Air New Zealand for the ‘One trip to see it all’ campaign, encouraging open-jaw and multistop travel - flying into one city and out of another - across the lower South Island.
This innovative, industry-first campaign ran from July to August 2024, increasing awareness, extending trip durations, and boosting off-peak travel. It generated impressive results and drove significant travel performance.
Southern Way's collaborative model is a New Zealand first, forging pioneering agreements between multiple RTOs and airports. Aligned with MBIE’s 2025 Tourism Growth Roadmap, the initiative secured funding to attract Gold Coast visitors in winter 2025. Building on this success, plans include a second Air New Zealand campaign in 2026 and ongoing regional projects under a formal Memorandum of Understanding through to 2027, ensuring long-term collaborative benefits.
Southern Way exemplifies innovation, partnership, and sustainable tourism, positioning itself as a leading force in New Zealand’s tourism industry.
