Billboards on State Highway 85 either side of Ranfurly carry the words "A Timeless Land" against a background of a snow-covered Hawkdun Range.
Another of the billboards, produced by Maniototo Promotions, is situated on the Oturehua-Ida Valley Rd and a fourth is planned for State Highway 87 near Middlemarch.
The imagery, typeface, wording, and composition of the slogan have much in common with the cover of a book which Maniototo artist Grahame Sydney and poet Brian Turner created with short-story writer Owen Marshall.
Timeless Land was published in 1995 and is in its fourth edition.
It was named for Sydney's painting of the same title, which shows the Hawkdun Range in snow.
Maniototo Promotions past-president Graeme Duncan said Turner was consulted about the idea for the billboards two years ago, and it was found no copyright existed over the use of the title Timeless Land.
Mr Duncan said the group had no intention of causing controversy, and was open to the public about its promotional material.
Mr Duncan said the Central Otago District Council's slogan, "A World of Difference", was too long for the road-side billboard so "Timeless Land" was chosen.
Sydney says no-one involved in the book, including staff from publisher Longacre Press, was consulted about the billboards.
"To think someone would use the typeface, imagery, and wording of the book in a promotion without any reference to the originators is pretty weird. It's a bit like not saying thank you at the end of a meal," Sydney said.
He emailed the other artists and publishers involved in Timeless Land when he became aware of the billboards.
None said they were consulted and all felt bewildered they were the last to know about material which could easily be associated with them, he said.
Sydney said there was no intention of taking action against the Maniototo group.
"I would like an explanation as to why they didn't think it the courteous or professional thing to consult us."
