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.