Te Papa is the 800-lb gorilla of museums in New Zealand. Its reputation is so good that people from other communities recommend seeing it. Te Papa is the national museum after all. The Wellington Museum’s ad seems to take advantage of that fact with a “Getting mistaken for Te Papa since 1999” slogan. While this might smack of the “we try harder” advertisements of a second place rental car company, it may also speak to the excellence with which the Wellington Museum’s storytelling style brings out the curiosity and focused joy of children visiting a place they remember.