Bold bid to bring back tourists

A bold marketing campaign to bring visitors flocking back to the Western Bay in the aftermath of Rena was launched in Tauranga last night.

The campaign, in effect a new branding exercise for the region, emphasises the Bay has plenty of everything and attempts to restore its reputation as a great visitor destination.

As part of the campaign, GrabOne promotional deals will be emailed to 500,000 recipients in Auckland, Waikato and Rotorua later this week. A group of tourist operators and accommodation providers have provided discounted packages, valued at $150,000, for a stay in the Bay.

Tourism Bay of Plenty recovery campaign manager Linda Macpherson said: "Events like the Rena grounding are proven to have long-lasting effects on the tourism industry and we are acting now to protect the coastal Bay of Plenty's reputation for years to come.

"The world's eyes are on us and this campaign will show them the region is better than ever."

Tauranga Mayor Stuart Crosby said: "The big issue has been the images of oil on our pristine beaches. The language of oil and pristine has damaged our visitor industry."

Under the campaign, local operators and businesses can also pick up the latest branding and incorporate it in their email signatures, letterheads and business cards. The branding, based on Captain James Cook's observation back in 1769, has one simple but telling line: "It's not called the Bay of Plenty for nothing." T-shirts have also been produced promoting that branding and making the Bay stand apart from other regional marketing initiatives, such as in Hawke's Bay.

"This campaign can go for three to five years and grow and grow. We want to showcase what the region has to offer. 'It's not called the Bay of Plenty for nothing' can become part of the vernacular," said Jamie Hitchcock, creative director of Auckland-based Assignment Group, which developed the thrust of the campaign.

Ms Macpherson said the campaign will bring visitors back, build pride in the Bay and make sure the region is known for more than a beach.

"It's all about plenty. Our region has plenty to offer - plenty of beaches, fishing, shopping, wineries, golf courses, hiking, surfing, events and attractions," she said.

Depending on funding, billboards and radio, online and newspaper advertising will soon start appearing, followed by television ads. Mosaic-type adverts would appear in the print media with different themes: Welcome to the Bay of Plenty of fairways (there's 26 golf courses in the province), or Welcome to the Bay of Plenty treasures (boutique fashion designers, winemakers, jewellers and artists); or Welcome to the Bay of Plenty barrel rolls (promoting the Tauranga Air Show at the end of January).

Local businesses will be named in the adverts. Mosaics of the top 100 cafes, wineries and restaurants, and the top 100 things to do in the Western Bay will also be featured.

The series of TV ads, lasting between 60 and 20 seconds, would involve locals being filmed at their favourite haunts and actors taking up the role of tour guides through the region.

They would provide a kaleidoscope of activities in the region, finishing off with a memorable line: "Old Jimmy Cook didn't call it Bay of Plenty for nothing."

The full campaign, involving television, would cost up to $500,000 and Tourism Bay of Plenty will now make funding applications. The agency has dipped into its reserves for preparing the campaign.

Outgoing Tourism Bay of Plenty chairman Graeme Marshall said: "We have no money but till we had a (campaign) concept we had nothing to present to local and national governments.

"We have to be really smart with this and the campaign can go viral," he said.

Mr Crosby said the latest campaign, the third to be pitched to him, had the potential to be long term in marketing the city and region, and he would be prepared to make funding presentations to the regional council, government and companies associated with the Rena. "We didn't create this problem and those liable and accountable should take the opportunity to invest in the restoration of our reputation."