Plenty, according to a coordinated movement of business owners, local government and business chamber representatives.

Under the banner of #itshappeningincowra, more than 20 businesses are uniting to paint the town aqua in the hope tourists travelling through town on the June long weekend will ask themselves this very question.

The teaser campaign was created to drive web traffic to the hashtag, which collates user-generated posts across social media sites like Facebook and Instagram.

Chrissy Hamer from Re'Lish said many local businesses have embraced this collaborative, 21st century way of promoting Cowra.

"Everyone's been getting on board hashtagging #itshappeningincowra," she said.

"As businesses we felt like we had to do something and coming together has proved there's power in numbers."

The group is also working to splash their branding across the collective public's mindset with a multimedia advertising offensive launching the same weekend.

The cameras began rolling this week on two 15-second television commercials that all appear on the three commercial networks.

Cowra Business Chamber president Ben Casey said the idea behind the commercial was for businesses to celebrate Cowra's revamped main street by aligning their promotions under #itshappeningincowra.

"The response from the businesses has been excellent. The small committee is working hard, knocking on doors getting the support for this. It's great to see Council supporting an initiative like this [too]," Mr Casey said.

Lusi Austin is helping to coordinate the social media campaign.

She said they're hoping the television commercial will encourage members of the public to jump on board and hashtag their Cowra experience.

"We really want to promote Cowra as a destination that people want to come and visit and for locals to really get behind everything that is wonderful about Cowra," she said.

"We're hoping [on the long weekend] the hashtag will be really visible in the street and that will pique their interest enough to search it on social media where they can see all of the #itshappeningincowra photos in one place."

She's also been profiling locals around town in a similar way to the Facebook page Humans of New York, which has more than 13 million followers worldwide.

"[The hashtag is] not just about promoting business; it's about promoting all of the good things happening in Cowra, all of the characters. It's so much more than just a retail drive, it's about promoting all of the wonderful and fabulous things in Cowra," Ms Austin said.