Visitors from Hawke's Bay. They're everywhere, according to a new Facebook page by Hawke's Bay Tourism.
What began as a bit of tongue-in-cheek fun has turned global as more and more people have jumped on the bandwidth to take the opportunity to promote the Hawke's Bay region.
With a Facebook page, the help of some locally designed T-shirts and Quick Response (QR) code technology, it's all about passing the message around and helping your friends discover great places to visit by recommending a "visitor from Hawke's Bay".
It kicked off as a take on Auckland's Metro magazine "a visitor from Hawke's Bay" celebrity pages and the legendary'80s gossip columnist Felicity Ferrit for a TRENZ tourism promotion in May, said communications manager Vicky Roebuck.
But it's not gossip that is driving this campaign - although who knows who, where, and with whom someone will turn up wearing the T-shirts.
Ryan Jenning posted a photo with one on in Boston, and Hannah Blue snapped a picture from the top of New Zealand House in London.
Art Deco Trust general manager Sally Jackson wore one bungy jumping in Queenstown. National MP Chris Tremain got cloaked up in Parliament. Taine Randall, TV One's Tamati Coffey and Brendon Pongia have all donned one.
Hawke's Bay Tourism chairman George Hickton found himself caught short outside the Colosseum in Rome but improvised, making a handmade sign with the words "visitor from Hawke's Bay".
Businessman Rod Drury had his photo taken under a mock-up Wellywood design.
Even Jimmy Choux - that's the horse not the shoes - may trot out in his own horse couture in Melbourne sporting a new "visitor from Hawke's Bay" rug, when he lines up for the Cox Plate race during Melbourne Cup week next month.
"It's all about encouraging the region to work together, and for locals to take a bit of pride and wear their heart on their sleeves," said Ms Roebuck.
So with the QR code technology on their chest, which is designed to be picked up by a compatible application such as a smartphone, wearers will be taken straight to the "visitor from Hawke's Bay" Facebook page, which runs in tandem with the Hawke's Bay New Zealand Tourism page.
Since launching in May the T-shirts, designed and printed by Aroha & Friends co-owner Rakai Karaitiana, are taking off.
He says people in the know will recognise the black square of geometric characters as a QR code.
The T-shirts are available in a number of colours and can be ordered online from the Hawke's Bay Tourism Facebook page or direct from Aroha & Friends, 14 Hastings St, Napier.