Description:
East End is in Akaroa County at the extreme southern tip of the South Island in New Zealand. It is a subdivision of the town of Bluff which is the southernmost town in New Zealand. If you go about 1 kilometre through Bluff on Route 1, through East End on Marine Parade to Sterling point, you will find the signpost you see in the pix collection here.
Even though Stewart Island is to the south, there is little more than fresh (cold) air between Bluff and Antartica.
Check out the Wikipedia entry for Bluff.