Turning heads, changing perceptions, and growing pride in the region

Our destination marketing campaigns are designed to inspire - connecting people with the places, experiences, and communities that make Manawatū unique. These campaigns are typically targeted out-of-region to attract domestic visitors and strengthen our visitor exonomy, and to showcase our unique lifestyle to attract new talent. But in 2025, we flipped the script. 

Wait, what?

Our most recent campaign turned the spotlight inward with a bold new focus: growing local pride and advocacy.

Rather than talking to potential visitors, Wait, what?! spoke directly to locals - surprising them with facts about their own region, sparking curiosity, and building a groundswell of passionate ambassadors.

From "Wait, what? We have glow worm caves?" to "Wait, what? We have more eateries per capita than Wellington?", the campaign reconnected people with what makes Manawatū special. 

The results:

• 72,500+ sessions on the ManawatūNZ website
• 4,178 quiz entries - our most engaging campaign yet
• 300+ businesses involved through POS kits, digital tools, and activations
• 9.3 million impressions across digital, print, and OOH channels
• A sold-out quiz night with local leaders and changemakers

Why it matters:

When locals are informed and proud, they become our region's strongest storytellers. Local advocacy boosts tourism, improves visitor experiences, and strengthens community identity.