Napier's central business and retail landscape has not seen so much scaffolding, rubble and reconstruction since the 1931 Hawke's Bay earthquake.
With the cruise ship and general tourist season set to begin to build next month, the city council became mindful that visitors would be stepping into something of a construction site.
So it decided to add what Mayor Barbara Arnott called "some colour and explanation" to the city's landscape.
Part of that approach was the unveiling of a branding campaign called Building a Better Napier, which encompassed information signs, bumper stickers as part of a competition, and the unfurling of a poster at the council civic building in Hastings St.
But it is no ordinary poster as it measures 10m by 6m.