A fresh and vibrant new look has been rolled out by premier South Island tourism company Southern Discoveries for its staff around the lower part of the South Island.

The introduction of new uniforms from today (September 21) reflects continued growth and progression of the company which operates in Queenstown, Te Anau and Milford Sound.

General manager John Robson said the company had invested a significant amount of energy and time in the process.

“It’s been a great project to be part of and we’re very proud of the results,” he said.

Not only is there an obvious new look across the business but the new image will increase the sense of brand identity across almost 100 members of staff, no matter which location they’re working in.

Marketing manager Claire Blackadder agreed that the new brand identity was an important element of the new uniform roll out, as it has been tailored across each division of the company.

“As a fun, successful and exciting tourism company with high standards in quality, we work hard to make sure that comes across in everything we do,” said Claire.

“We’ve created a fresh and sharp new look which will differ to a small degree across the organisation, enabling easy identification of key customer-facing staff such as nature guides and skippers.

“The new uniform is part of a wider brand refresh across all areas of the business and an integral part of that process, one that will stand out to our customers.”

The new uniforms, produced by Queenstown-based company Impact Print and Stitch, are vibrant, bold and easily recognisable.

Impact Print and Stitch owner Ben Parsons said the Southern Discoveries job was one of the biggest projects he’s completed, as new owner of the company.

“We really appreciate being able to provide the business with its new uniform,” said Ben.

“It’s been a fun project for the workrooms as each garment is branded job specific. With a variety of jobs to consider, there’s a real mix of garments to ensure we have everyone in comfortable and professional clothing.”

Top outdoor-wear brand Icebreaker is used in some components of the uniform and will be worn by Southern Discoveries staff at Mt Nicholas High Country Farm. The farm supplies wool exclusively to the world-renowned clothing company, so the uniform perfectly demonstrates the strong connection between the two companies.

Sister brands such as Discover Queenstown have also been independently kitted out, as well as the charter team on board Spirit of Queenstown, with uniforms there specific to the growing conference and incentive market.

Old uniforms won’t go to waste as they’ll be laundered and sent overseas to a country in need.

Staff can now be spotted in their new uniforms as they gear up for the spring/summer season.

“After six months of hard work, we’re proud to share our new look and brand with our customers as we head into the busy season ahead,” said John.


Picture captions:

1/ Southern Discoveries staff at Milford Sound in new uniforms (L to R) Discovery Centre Waiata Miller; Skipper Vaughan Campbell; Boat Host Narae Yoo; Nature Guide Jeremy Smith; Office Staff Elva Gao; Team Leader Lars Lewin

 Southern Discoveries Milford Sound staff in new uniforms

2/ The new look uniforms and branding

New Southern Discoveries uniform brands are sharp and distinctive

3/ Southern Discoveries Queenstown staff enjoying their smart uniforms (L to R) – Russel Gallardo, Jasmine Lee, Megan Petherick, Geoff Gemmell, Georyeth Donaghey

 Southern Discoveries Queenstown staff enjoying their smart uniforms

For more media information please contact:


Julia Savill

Director of Sales and Marketing

Southern Discoveries

03 441 8231



Fiona Woodham

Southern PR

03 441 1117


About Southern Discoveries

Southern Discoveries operates four vessels at Milford Sound ranging in capacity from 35 to 400 passengers, and offers the widest range of trips and experiences in the fiord.

The company operates Scenic Cruises, Encounter Nature Cruises, Nature Cruises, Cruise and Kayak Milford Sound and the Discover More Cruise which incorporates a visit to the Milford Discovery Centre and Underwater Observatory.

It owns and operates Discover Milford Sound Information Centre and Café in Milford, three information centres in Te Anau and Queenstown, and Te Anau-based coach service Go Milford Day Trip. Southern Discoveries also owns a shareholding in Milford Sound Lodge.

The company operates Queenstown Lake Cruise which provides day and charter cruises on Lake Wakatipu for up to 35 people and it owns 50% of KJet, Queenstown’s original Jet boat operator.

Southern Discoveries’ newest addition, Spirit of Queenstown, operates exclusive cruises to Mt Nicholas High Country Farm on the western shores of Lake Wakatipu. Visitors can choose from a range of excursions including a Scenic Cruise on Spirit of Queenstown, or an authentic Farm Experience at Mt Nicholas to meet to the working farm animals, get up close to merino sheep and get off the beaten track by 4WD into the landscape to spectacular vantage points. Carrying up to 130 passengers, Spirit of Queenstown is also available for private hire and charters.

Southern Discoveries’ ongoing commitment to conservation is through the Sinbad Sanctuary Project in conjunction with the Fiordland Conservation Trust and Department of Conservation. The company is also the recipient of the 2015 New Zealand Tourism Export Council Operator of the Year, Trip Advisor ‘Hall of Fame’ Certificate of Excellence for Milford Sound Cruises and is Qualmark endorsed.