Government funding has helped launch a new tourism campaign aimed at reminding New Zealanders that coastal Bay of Plenty is more than just a pretty beach.
The Sure to Make You Smile campaign has been developed by Tourism Bay of Plenty and aims to entice domestic visitors to the region to discover the significant cultural stories and diverse landscapes of the area.
The creation of videos and imagery for the campaign was developed by Woods Agency at a cost of $104,160, the campaign content was produced in house by the Tourism Bay of Plenty team.
The campaign was launched today
with a series of videos, digital marketing, billboards and back of bus advertising. Much of the bus advertising will feature locally and in Auckland and Hamilton while all of the digital marketing will focus on Kiwis in Christchurch, Wellington and areas north of Taupō excluding the Bay of Plenty.
Tourism Bay of Plenty head of destination marketing Kath Low said the area was "more than just beautiful beaches".
"We have a rich tapestry of unique stories to share, breathtaking scenery, unlogged native forests, waterfalls, art, culture, marine life, and most importantly, a friendly 'good morning' and 'kia ora' that will bring a smile to those who travel here," she said.
The campaign was funded through the Government's Strategic Tourism Assets Protection Programme, which offered money to help with domestic tourism, destination management, plus planning and industry capacity building and product development.
Of the $700,000, granted by the Government, Tourism Bay of Plenty is using $403,000 (57.6 per cent) for domestic marketing, which includes the money spent on the Sure to Make You Smile campaign. That includes Another $159,000 (22.7 per cent) was to be spent on destination management and planning and the remaining $138,000 (19.7 per cent) on industry capability building and product development.
Low said the campaign was originally planned before the fallout of Covid-19 and was borne from community consultation in 2018 and Place DNA research.
"Tourism Bay of Plenty commissioned this research under our mission to 'grow a sustainable visitor economy for the benefit of our community'.
"This campaign brings those stories to life to share them with New Zealanders on behalf of our community and entice the right kind of visitors to travel here. This campaign has been developed for Te Moananui ā Toi, the community and the tourism industry."
The Sure to Make You Smile campaign was the first national marketing from the research and would continue until December this year and start again after summer in April 2021.
"We have used our Strategic Tourism Assets Protection Programme funding to create future-fit marketing to help the tourism industry now, and also as the tourism landscape changes in the future," Low said.
The campaign comes at a time of year the Bay of Plenty traditionally prepares for the arrival of cruise ships. Their absence this season, prompted by Covid-19 restrictions, was expected to result in a $100 million loss to the local economy.
Low said the organisation had taken a long-term approach with the campaign and created something to stand the test of time "and can be rolled out to international markets when the time is right".
"With borders closed in a country of only five million people, competition for the tourism dollar is fierce."
Tauranga mayor Tenby Powell said just last week Tourism Bay of Plenty's plans were precedent and "visionary".
Today, Powell commended the team again, saying the campaign was a "really good focus on who we are here".
"It's a video that demonstrates that we are more than just a beach. It talks about great restaurants, bush walks, waterfalls, a whole range of things that are really important to the local tourism sector.
"I'm very pleased that this Government has come to the party and we are grateful. It also exemplifies the level that Tourism Bay of Plenty operates at. I'm very proud of what they are doing."
* An earlier headline to this story which stated this campaign cost $700,000 was incorrect.