Wilmot hopes Nithy will lure visitors to local attractions through new tourism campaign

Nithy the Nith River Monster is making a comeback as the featured mascot in the Township of Wilmot’s new social-media tourism campaign, When in Wilmot. Image courtesy of the Township of Wilmot

By Galen Simmons

Wilmot Township is hoping its most famous mythical resident will help introduce more people to some of the community's biggest attractions.

At its June 22 council meeting, councillors were introduced to a new tourism initiative called "When in Wilmot," a social-media campaign featuring Nithy, the legendary Nith River Monster, as its mascot. Developed by staff from the township's community services department and Castle Kilbride, the campaign is designed to encourage residents and visitors alike to explore key destinations throughout the municipality.

“When in Wilmot has the potential to increase tourism across the township and showcase all of our local shops, businesses and farms that are Nithy approved,” said township supervisor of recreation programming Lacey Smith. “We can expand Nithy and his adventures to all aspects of the community, including everything from special-event visits to local celebrations like Victoria Day, the Mennonite Relief Sale, Canada Day and the New Hamburg Fall Fair.

“Through our adventures with Nithy, we can learn and explore heights as tall as the waterwheel and highlight the features that make Wilmot the perfect place to call home.”

The campaign centres on a series of short social-media videos featuring Nithy visiting three of Wilmot's signature attractions: the Mike Schout Wetlands Preserve, Castle Kilbride National Historic Site and the New Hamburg Waterwheel.

The initiative stems from a recommendation in the township's Community Services Master Plan, which called for the development of day-trip tourism opportunities highlighting Wilmot's unique attractions.

According to the presentation, Nithy was chosen as the campaign's central character because the legendary creature is unique to Wilmot and has been part of the township's folklore since the 1950s. The campaign aims to use that history to create a fun and recognizable brand while encouraging people of all ages to discover local attractions.

Nithy's story has long been woven into New Hamburg's history. The monster was first reported in 1953 by then-New Hamburg police chief George Thomas and has since inspired newspaper stories, community celebrations, MonsterFest, parade floats and decades of local lore.

“This family-friendly and beloved character offers something for everyone, from those reminiscing on when they first met Nithy to those being introduced to him for the first time,” said Sherri Gropp, the curator at Castle Kilbride.

The campaign also builds on renewed interest in the legendary creature. In recent years, local volunteers restored a long-forgotten fibreglass Nithy statue and began collecting memorabilia tied to the monster's history in an effort to preserve what many consider an important piece of New Hamburg's heritage.

As part of the new tourism initiative, visitors to featured sites will eventually be able to scan QR codes linking to additional information and the campaign's video reels. The township also plans to encourage visitors to take selfies with Nithy, interact with the campaign on social media and explore local shops, businesses and farms while visiting Wilmot.