Southland tourism promoters have been left red-faced after a brochure for the region was published with an Otago landscape on its cover.

The main picture of the brochure, which was released ahead of the 2011 Rugby World Cup, shows the Remarkables mountain range in Otago, the Southland Times reported today.

Venture Southland conference and events marketing manager Amanda Dowling said the image had been selected from a number of images used in a Spin it Wide campaign promoting Otago, Southland and Queenstown.

"We just had Spin it Wide images and we picked one for the brochure," she said.

Venture Southland chief executive Jeff Troon said he had been unaware of the brochure's content because he had been out of town, but later said he agreed with the criticism of it.