It has been argued that the construction of the Te Papa museum helped transform Wellington into a tourist destination.  Wellington is marketed as the 'coolest little capital in the world' by Positively Wellington Tourism, an award-winning regional tourism organisation set up as a council controlled organisation by Wellington City Council in 1997. The organisation's council funding comes through the Downtown Levy commercial rate. In the decade to 2010, the city saw growth of over 60% in commercial guest nights. It has been promoted through a variety of campaigns and taglines, starting with the iconic Absolutely Positively Wellington advertisements. The long-term domestic marketing strategy was a finalist in the 2011 CAANZ Media Awards.