With the much-anticipated opening of Te Ahu a Tūranga – Manawatū Tararua Highway this week, Palmerston North is now closer than ever for our Hawke’s Bay neighbours.
To celebrate, Palmerston North City Council is rolling out the welcome mat with a new campaign encouraging Hawke’s Bay residents to reconnect with friends and whānau, rediscovering everything Palmy has to offer while they are at it.
“It’s been too long. Come to Palmy” is the message, encouraging reconnection and highlighting how easy it now is to travel between the regions thanks to the opening of the new highway.
Research shows that 32% of visitors to Palmy come from within a two-hour drive, with many visiting friends and whānau. With Te Ahu a Tūranga opening and shaving time off that journey, it’s the perfect chance for Hawke’s Bay locals to hop over the hill for a weekend and rediscover Palmy.
Mayor Grant Smith says the campaign is a chance to invite visitors to explore the city with fresh eyes.
“It really has been too long for many people – and with the new road open, there’s no better time to visit. Palmy is a city that constantly surprises people. From exploring the Victoria Esplanade to discovering street art, museums and local food spots – there really is something for everybody. We know people are coming to see friends and whānau, so we’re encouraging them to stay a bit longer, explore a bit further and enjoy some of that Palmy hospitality that makes this city so special.”
He says the new route will also bring a significant boost to the local economy, by creating a direct route for goods between Manawatu’s Te Utanganui Central Distribution hub and other major freight centres.
“The lower North Island makes up almost a quarter of New Zealand’s GDP, which really shows the strength of our regional trade. The new highway is going to enhance those connections even further, supporting new jobs and business opportunities for the long term. Our regions already work closely together, and we’re excited to keep building on that partnership with Napier Port and other businesses throughout the Hawke’s Bay.”
The campaign will roll out across print, social media, and billboards in key travel hotspots around the Hawke’s Bay and Wellington. Tailored itineraries will be promoted through the website PalmyNZ.co.nz to appeal to different audiences – from family adventures and foodies, to art loves and outdoor explorer – making it easy for visitors to plan a stay that suit their interests.
To help visitors plan their stay, the Palmy isite team is ready to assist with tips on things to do, where to eat and event info while in town.
For more, stop by the isite for advice and recommendations or visit palmyNZ.co.nz
