A marketing campaign under development will try to attract people from Christchurch, Queenstown and Invercargill to Dunedin’s games in the women’s football World Cup.
It will also seek to boost awareness within Dunedin of the showpiece event that starts in July.
A month-long campaign is to run from mid-May and there will be a final call to action on July 10 to 19.
The Fifa Women’s World Cup starts in New Zealand and Australia on July 20 and Dunedin has its first game a day later, between the Philippines and Switzerland.
In a report for the Dunedin City Council this week, council staff described it as the largest female sporting tournament in the world and the most complex event New Zealand has ever hosted.
Dunedin is the only host city in the South Island and it will have six matches, including New Zealand against Switzerland on July 30.
The look and feel of the campaign is centred on:
— It is a spectacle.
— It is elite sport.
— It has top-class sportswomen.
— It is family-friendly, affordable and fun.
— Dunedin is the only South Island location to see games.
— It is a once-in-a-lifetime opportunity.
People can expect to see promotional material in shop fronts, libraries, cafes and bars.
During the tournament, a fan festival will be hosted in the Town Hall and Glenroy Auditorium.
It will include live match screenings and entertainment, and a programme of events is expected to be launched in June.
A comprehensive transport plan is also being prepared, the council report says.
"Park-and-ride options have proven to be popular and successful at recent major events.
"They will be repeated for the tournament.
"In addition, there will be free buses from the Octagon to the stadium."
Council staff have been working with businesses, hospitality and tourism operators.
"The aim of this programme is to encourage visitors to spend more in the city, stay longer, and support local businesses."
Mana whenua have been invited to be part of pre-match ceremonies.
