It missed out on a spot in 2008, but Queenstown is again vying for a square on the Monopoly board.

Toy maker Hasbro has announced the town's in the running for a square on its 80th anniversary World Edition game.

Destination Queenstown is leading the call for votes.

CEO Graham Budd says it's a priceless opportunity.

"The spin-off I think for Queenstown and New Zealand is literally that profile.

"Millions of this game Monopoly, and we know it of course, get sold each year."

Budd says the next step is a public vote... not to mention the question of whether Queenstown should occupy the swanky Mayfair - or the Old Kent Road end of the board...

"Look, this might actually re-orientate the whole board. Who knows what will happen when the finalists are chosen, but I think we would claim that we should absolutely be at the Mayfair end of the board."

As it happens, the destination with the most votes will get the coveted Mayfair spot.

Voting is open until March 3, with the 20 cities that receive the most support getting on the board.