The Central App has reached its ninth year of keeping Central Otago informed, connected, and transparent, and it’s only just getting started.

From humble beginnings, where the team showed up at school fairs, local shows, and community events to help residents download the app, The Central App has grown into a trusted digital companion for the region.

It was Marielle Craighead who saw its potential for Central Otago after a conversation with founder of Wanaka App, Tony O’Regan.

“It was such a new concept back then. A lot of people had a ‘wait and see’ attitude,” Marielle said. “I’d worked in advertising, had a background in computers, and had experience in management. All the necessary skills to develop, launch, and sell the concept."

That leap of faith led to new momentum. When Vicki McLean returned to Central Otago in 2020 after two decades in media globally, she took over as owner and expanded the vision - to make Central a better place through better access to local information.

“We carried forward the strong foundations Marielle had built and focused on deepening our local voice,” Vicki said. “We grew the team and simply started telling more everyday stories - about the people who live here, what’s happening in our towns, and the decisions shaping our future.”

That approach resonated. In just a few years, readership has climbed more than 400 per cent, growing from 7,000 regular monthly readers to an average of 35,000 today.

Over the past five years, The Central App has also navigated rapid digital change, including the shift to AI. At first, the idea of AI brought questions, would it replace roles? But the team quickly saw its

power as a tool to enhance, not replace, their work.

“AI is helping us future-proof The Central App. It streamlines our workflow, giving us more time to focus on quality, balanced reporting and delivering stronger results for our clients,” Vicki said.

This forward-thinking approach was recently recognised when The Central App was recently selected to join the Google News ANZ AI workshops - one of just 12 media outlets across Australasia chosen after a rigorous application and interview process.

The training, delivered by a New York-based digital media firm, is set to sharpen the team’s skills for an even more agile and informed future.

What hasn’t changed is the app’s commitment to free, accessible news.

“Everything we do is made possible by the local businesses who back us,” Vicki said. “Some of them have been with us from the very start, and we’re incredibly grateful.”

As newsrooms across the country shrink or shut, The Central App continues to grow, staying grounded in its local first approach.

Nine years in, The Central App still exists for the same reason - to share honest stories, reflect real voices, and help all of Central Otago feel connected.