The Little Marketing Team That Could, Tūhura Otago Museum, November 2025

Tūhura Otago Museum wins Marketing Team of the Year.

Tūhura Otago Museum’s Marketing Team has been named Marketing Team of the Year at the Business South Awards, a recognition that celebrates the small, youthful, and fiercely creative team  helping put Dunedin, Otago, and a Museum at the bottom of the world firmly into global conversations.

Led by Marketing & Communications Manager Charlie Buchan, with Digital Marketing Coordinator Max Levitt-Campbell driving digital storytelling and national attention, and Content Creator Editor Alice Waterman crafting the Museum’s exhibition text, gallery interpretation, reports, and public-facing copy, the team works far beyond expectations. All three are under the age of 34, yet their impact has been felt across the country and internationally. From developing creative campaigns that go viral to ensuring every exhibition is clearly communicated and beautifully presented, they have become one of the most dynamic museum marketing teams in Aotearoa.

Despite operating with tight budgets, the team is known for big ideas, reshaping Dunedin’s city signs into LEGO-inspired artworks, creating nationally recognised campaigns, and consistently generating international media interest in Dunedin and Otago. Their campaigns have propelled the region onto CNN, the BBC, and other global networks, often spotlighting the area’s wildlife, people, and culture in a way that surprises audiences who don’t expect such impact from a small team at the bottom of the world.

Charlie Buchan says the award acknowledges the team’s passion, creativity, and commitment to their community.

“I’m incredibly proud of this team. This isn’t a job we switch off from, we live and breathe it because we genuinely care about Dunedin, Otago, and the amazing work happening at Tūhura. Just like our local hoiho, they might be small and not many of them, but they can be loud, recognisable, and known.”

Their work supports the Museum’s remarkable momentum. Tūhura now welcomes more than 400,000 visitors a year, making it the most visited cultural community institution in the South Island. In the past year, the Museum has hosted 17 free exhibitions, 406 events, while also delivering outreach education to more than 25,000 young people. This visibility and public engagement is amplified by the Marketing Team’s efforts, which ensure the Museum remains lively, relevant, and deeply connected to the region.

CEO Sarah Maguire of Museums Aotearoa has previously recognised Tūhura’s Marketing Team as “a team to watch”, praising their creativity, courage, and ability to amplify stories that matter to the sector and the communities they serve.

Buchan says the work stretches far beyond marketing in the traditional sense

“We work closely with the Events Team to develop new ideas, with our Designers to shape exhibitions, and across the Museum to keep things fresh. There’s a misconception that museums are becoming less relevant but our results tell a different story. Smart marketing, smart events, and strong exhibitions keep us thriving.”

Business Awards judge Janine Tindall-Morice, General Manager South Island Regions at NZME, says the team’s inventive approach made them stand out.

“We were impressed with how cleverly Tūhura’s Marketing Team uses limited resources. Their campaigns are high-impact, innovative, and deeply engaging. They showed that you don’t need huge budgets to achieve exceptional results.”

Thanks to this small but powerful team working loudly and proudly from the bottom of the world Tūhura Otago Museum, Dunedin, and the wider Otago region are being talked about more than ever.