Tourism Dunedin estimates there are more than 36,000 parents of children studying at University of Otago and Otago Polytechnic, and "we want them to come to Dunedin more often", marketing manager Michelle Jack said.
To coincide with the start of Orientation Week and the influx of students and their parents, the regional tourism organisation has launched the "No porkies" campaign, showcasing what the city has to offer.
Parents spotted around the city "spending their money on pillows, electric blankets, toasters and jugs", would be given flyers promoting what to see and do in Dunedin.
"Don't let the kids tell you any porkies about what goes on in Dunedin," says the campaign's promotional blurb.
Ms Jack said many students were living away from home for the first time and "the last thing they want is for mum and dad to visit all the time", and so the attractions were played down.
Tourism Dunedin hoped the $20,000 campaign would help boost the frequency of visits from out-of-town parents, now estimated at one visit a year, to double that.
On average, 80% of university students and 30% of polytechnic students came from outside Dunedin to study.
Tourism Dunedin chief executive Hamish Saxton said the parent-focused website, www.scarfieparent.com, would include tips and discounts on where to eat, sleep and visit.
Through social media, parents could be kept informed about events or packages, while adding their own recommendations.
In addition to the "No porkies" campaign, Tourism Dunedin is offering students 2000 posters featuring Dunedin activities and attractions, 5000 scratch-and-win prizes, and the chance to win an iPad during Orientation Week.
• Get your free copy of the Student Guide in Monday's Otago Daily Times.
