Unfortunately for Meridian, Waipukurau only has two ‘As’, not four.
Eh. Eh. Eh? Eh!
Meridian Energy’s extra use of one of the five vowels is being ridiculed online in Hawke’s Bay after it misspelled the name of a local town on a billboard meaning to show it was a part of the community.
The digital billboard, first spotted on Saturday on Tennyson Street, Napier, boasted of how the company power the Bay ‘from Waipukaraua to Wairoa’.
Unfortunately for Meridian, Waipukurau only has two ‘As’, not four.
The sign quickly spread across Hawke’s Bay Facebook groups.
Locals were astounded that the spelling had got past copywriters, proofreaders and digital designers, though others complimented Meridian on their marketing skills at getting people talking, thereby drawing attention to the new campaign.
Tom Probert, head of marketing at Meridian Energy, said the company was excited about the new Harapaki wind farm and its power plans for the people of Hawke’s Bay.
“On this occasion, that excitement seems to have got the better of us.”
Probert said the Tennyson St location was the only place the ad was used and it had been running on the digital billboard from October 14 to 20.
Hawke’s Bay-based advertising consultant Simon Shattky said he couldn’t imagine the error would have an effect on the campaign or Meridian’s brand because it was just a spelling mistake.
“It’s embarrassing, but it’s a bit move-along-nothing-to-see-here. If anyone is upset by it, they must have a pretty charmed life.”
In a rather embarrassing development, the first version of this online story unfortunately (and mistakenly) said Waipukurau has one ‘a’.
Meridian put its sign up on Monday, October 14 and this story appeared on Monday October 21.
At HBT we think we’ve found the root of the problem - editors and proofreaders could use an extra coffee on Mondays.
Chris Hyde
Hawke’s Bay Today editor
“We are thrilled to showcase the incredible talent of our local photographers”.