Don’t sell your home short

Kiwis are not known for standing on the rooftops and shouting about what we love, but when it comes to resident attraction – and those needing to attract talent – to Manawatu¯ , it astounds me how we can be our own worst enemy.

Almost every week I hear in conversations, or in passing, locals being critical of Palmerston North and Manawatu¯ , whether it’s the tone in which they tell people where they are from or saying outright that it is a boring place to live.

Our data shows that over the past year we had nearly 3 million visitor nights in our region, with a spend of nearly half a billion dollars. So people enjoy coming here. Ask yourself, why do you choose to live here?

Now, a majority of conversations I have with residents are focused on how much they love living here.

Many have lived all around the world or in other areas of New Zealand and have chosen Palmerston North for the lifestyle, career opportunities, the work-life balance, great outdoors, ease of getting anywhere, our amazing schools and tertiary providers, as well as our affordability.

One recent arrival from Auckland says he has three extra hours in his day, every day, now that he doesn’t have to sit in traffic.

One of our three objectives at the Central Economic Development Agency is to enhance and grow awareness of the region, to inspire visitors to travel here, new residents to live here, businesses to choose here and students to learn here.

A major project we are leading in this area is the development of a regional identity, something we embarked on a year ago.

We have undertaken considerable targetmarket research, partnered with our shareholder councils, Palmerston North City Council and Manawatu¯ District Council, iwi, and national partners such as Air New Zealand and NZ Story, to develop this identity – our story.

The purpose of creating this identity is to improve awareness of our city and region, and for all of us to have a cohesive story we can market to visitors to bring more people here, whether that be for leisure, business events, or future residents.

I’d like to challenge you to think about your own rhetoric and the way you discuss living here with friends, families and visitors, within your own business, to those you are recruiting.

If we do not show that we are proud to live here, and do not sell the lifestyle we all enjoy, how can we expect to attract others to move here?

The agency operates the regional website manawatunz.co.nz, two Facebook pages Manawatunz and Mymanawatu, as well as Manawatunz on Instagram, which showcases the region through the lens of residents and visitors.

These feature the wonderful things to see and do, from events to outdoor activities, and places to eat, drink and stay. And we work closely with media organisations and journalists on national feature articles on the city and region.

I urge locals to look at these and explore more of what our city and region has to offer, so they become our greatest advocates.

I can almost guarantee that if you do, you’ll find something you didn’t know – a gallery, a new coffee spot, a stunning walk or hike, and even hidden glow-worm caves.

If we, collectively, are going to raise our profile, dispel the myths and attract more visitors and residents, we all have a responsibility and role to play.

Janet Reynolds is the agency’s acting communications and marketing manager