If you want more visitors, first point them in the right direction.
That's the theory behind a new sign unveiled this week pointing the way to Bridge Pa wineries.
The brown tourism sign will make it easier for visitors using the Hawke's Bay expressway southern extension to find the winery cluster.
Hastings District Council and local wineries have funded the project, which will also see the internationally recognised grape symbol added to existing signs around the district.
It will be reviewed after three months to determine whether more signs should be rolled out around the region.
Sam Orton, chairman of Hawke's Bay Wine Country Tourism said other wineries clusters were keen for similar initiatives.
"We call ourselves 'Wine Country' but we don't make it as easy as we could for visitors to find our wineries," he said.
Hastings deputy mayor Cynthia Bowers said she was excited about the potential to promote the industry. The council was keen to support all Hastings businesses and open-minded to opportunities.
Another initiative, privately funded, will see signs established on State Highways as well.