There have been a number of comments about Dunedin's personal branding along the lines of "there's no mistaking where they are from".
That's the idea. Visitors who have no idea where Dunedin is will wonder what all the fuss is about and find out more. People with an existing interest will be prompted to go up and talk to these clearly identifiable representatives.
But even branding is not a prerequisite for attracting attention. Something a little different or quirky will have a similar effect. The Great Rail Journeys of New Zealand people in their hard hats and overalls stand out, as do the Napier crew dressed in clothing from the art deco era the city is so famous for.
Let's not forget out own Black Swan/Regent of Rotorua lads in their distinctive purple striped blazers.
Of course, once you have people's attention, you have to do something with it to convert curiosity into action, but it is a start.
It is a lesson that has not been wasted on the students from Queenstown Resort College who are volunteering at this week's event. They are smartly turned out, friendly, polite and helpful and a credit to themselves and their college.
Many young people could follow their example - being prepared to give up some of their own time to get a foot in the door of their chosen sector and recognising the difference between friendliness and casualness.
Today is the last day of the trade show and tomorrow we will be bringing you the highlights from various representatives from the region.
However, much of the benefit of attending will continue to be felt in the weeks and months ahead as the contacts made or reinforced at the expo turn into business for Rotorua's tourism sector.Julie Taylor is the business editor at The Daily Post.
