I think this shows just how badly Wellington Airport CEO Steve Fitzgerald misses the point:

Being niche and understated is cool positioning for a local audience, but to be relevant on the world tourism trail, we need to shout about why we are great.

   Actually, not always. And even if we did have to shout about it, saying, ‘We are loser tryhards’ is not the message we want to give off.
   Mr Fitzgerald, have you asked how potential visitors would perceive this sign? Did you not learn much from last year’s experience, where there were international people joining anti-sign groups? Or that there were comments from branding experts abroad who felt this sign was a massive joke?
   Marketing is not always about shouting, nor is destination branding. It’s about, first and foremost, getting your internal audience on side. In the case of the ‘Wellywood’ sign, you’re failing at that. One poll last year showed four in five Wellingtonians were against this sign.
   Secondly, marketing is a job that’s done not just by Tourism Wellington, but by all residents, because it’s no longer a mass media, top–down discipline. People power drives a destination’s brand.
   You’ve just made this city that much harder to sell, which has consequences for visitor numbers and airport users—but should I really expect a non-Wellingtonian, non-New Zealander to understand what this place means to us?