A new campaign has been launched to market the Bay of Plenty to the rest of the country as the top destination for a domestic holiday.

Tourism Bay of Plenty is kicking off the campaign in a bid to bring domestic visitors to the region this summer. The extensive campaign, called "Plenty for Everyone", includes newspaper and radio advertisements, and for the first time in nearly a decade, television commercials. The tourism board will not reveal how much money it is spending.

The print advertisements highlight the juxtaposition of laid-back and sophisticated living, with a series of images set against the same horizon, but featuring two distinctive scenarios.

Tourism Bay of Plenty general manager Rhys Arrowsmith said the campaign would showcase the laid-back sophistication of the region and the variety of attractions on offer.

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"The region boasts 250km of pristine coastline from Waihi Beach to Ohope Beach, eight major rivers, native forests and numerous islands but you are never far from boutique shopping, a glass of local wine or a perfectly brewed coffee."

The campaign aims to move the Bay of Plenty into the top four of New Zealand domestic and international tourism destinations and increase the amount visitors spend while in the region.

Mr Arrowsmith said he would not disclose how much money was being spent on the campaign and he could not comment on the economic benefit for the Bay of Plenty.

"It is more about creating awareness," he said. "It's a brand building exercise."

He said the Bay of Plenty was New Zealand's favourite domestic holiday location and this would be a way to create awareness about things people could do here. Mr Arrowsmith said several tourism providers had come on board with advertising.

He said a memorandum of understanding with Whakatane District Council had also been signed to encourage pooling of resources.

Mr Arrowsmith said this would see Whakatane council's tourism promotional activities and associated budget move to Tourism Bay of Plenty, which supports and promotes what Whakatane and its surrounds has to offer.

"Whakatane is the sunshine capital of New Zealand and has always been a very important part of our activities," he said.

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"The MoU formalises how we work together and streamlines the back end, ensuring more money is spent it where it should be: Supporting the tourism owners and operators throughout the region."

Tourism accounts for about 10 per cent of the Bay of Plenty's economy of around $5 billion, with $100 million from international and $460 million from domestic tourism.