Tourism Bay of Plenty general manager Rhys Arrowsmith unveiled plans for promoting the Bay of Plenty at a tourism operator event on Monday night.
Speaking at the Club Mount Maunganui in Tauranga, Mr Arrowsmith outlined the strategy and initiatives designed to move the Bay of Plenty into the top four tourism destinations in New Zealand and increase the amount visitors spend while here.
In partnership with Wave Creative Communications Agency, Jason's Media and Tangerine Research, the organisation revealed the results of qualitative research which underpinned the strategy and the region's new tagline: 'Plenty for Everyone.'
"Our key draw-cards continue to be our beautiful coastline, from Waihi beach to Ohope beach, and the fertility of the land in between," says Mr Arrowsmith.
"But we're steadily growing a presence with those seeking a more adventurous holiday - with the likes of our boat charters, kite surfing and blokarting activities. As a region we are also gaining recognition for our food and wine offerings and have a year round calendar of sports, arts and community events. In other words, regardless of what you like to do on holiday, there is plenty for everyone here."
The campaign will begin with a series of collateral roll-outs by Jason's Media prior to the official campaign launch in the spring. This includes a What's On Bay of Plenty Visitor Guide, RoutePlanner Bay of Plenty, the Bay of Plenty Conference and Events Planner,
Mr Arrowsmith says the partnership with local businesses WAVE Creative Communications and Tangerine Research has been invaluable for gaining insights into how the region sees itself, and how others see it.
The Tauranga Chamber of Commerce has already committed to using the new brand positioning. CEO Max Mason said: "I like the new tagline 'Plenty for Everyone' because it builds on the Bay of Plenty's natural advantages and reinforces for the visitor that there are abundant choices available."
Tourism Bay of Plenty plans to launch the new campaign in spring, initially targeting the key domestic markets in Auckland and Waikato, as well as working with Tourism New Zealand to spread the word in important international markets such as Australia and Asia.
Tourism New Zealand's Chief Executive Kevin Bowler says it is fantastic to see the region setting itself clear targets, and using extensive research and planning to drive itself forward.
"Tourism Bay of Plenty has worked hard to understand both its domestic and international target markets which is critical because travellers have so many different destination options to choose from. By identifying and playing to its strengths, the region looks set to deliver a really strong travel message for the coming year. We look forward to working with them further as they take their message off-shore."
The campaign will be launched around the same time as the new Comvita Experience store opening, on 7 November 2013.