Firm works to shed Hamilton's 'cow town' image

An Auckland-based advertising firm is out to dispel the myth that Hamilton is a "cow" town and attract more students to Waikato University.

The PublicisMojo Group has won the university's advertising contract which Hamilton firm Verdict lost this year.

PublicisMojo Group team leader Simon Morgan said: "Hamilton has quite a lot of baggage, but the boring-cow-town imagery of Hamilton is a perception about 10-15 years old and it's inaccurate.

"We'll work on other facts we found out, such as that 25 per cent of the city's population are students, which is more than Dunedin and Christchurch."