A new marketing campaign to entice more people to visit Coastal Bay of Plenty has been launched today, aimed at showcasing the depth of experiences on offer.
Developed by Tourism Bay of Plenty, the campaign aims to entice more New Zealanders to discover the significant cultural stories and diverse landscapes of Te Moananui ā Toi - Coastal Bay of Plenty.
Kath Low, Tourism Bay of Plenty's head of destination marketing, said along with a series of videos the campaign was being rolled out today to key domestic markets.
Low said the campaign's key messages were that the region was "Sure to Make You Smile" when visiting and the Coastal Bay of Plenty was far more than just beautiful beaches.
"We have a rich tapestry of unique stories to share, breath-taking 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.
"Sure to Make You Smile" will be showcased to New Zealanders through billboards, the back of buses and digital advertising, she said.
Low said the new campaign, which will run until December and recommence in April next year, was more than just a post-Covid-19 kickstart.
"We have been planning a campaign like this for a long time. With borders closed in a country of only five million people, competition for the tourism dollar is fierce.
"We've taken a long-term approach and created something that will stand the test of time and can be rolled out to international markets when the time is right," she said.
Low said engagement with mana whenua was a crucial element in telling the region's stories in the right way, with respect for the wāhi (area) and for its kaitiaki.
"We wanted to create something grounded in our unique whakapapa and DNA. What could have more longevity than sharing the first stories told about this special place?
"We engaged a cultural adviser to ensure that we did justice to the significance of each location," she said.
Low said Tourism Bay of Plenty extensively researched what makes the Coastal Bay of Plenty unique from the rest of Aotearoa and the world.
"This campaign shines a light on what makes us, us."
In 2018, Tourism Bay of Plenty was the first organisation in Aotearoa New Zealand to undergo "Place DNA" research with global placemaking consultancy Destination Think.
Low said Coastal Bay of Plenty communities told the organisation that what made the region unique was not anyone aspect on its own.
But the combination of its oceans and beaches, horticultural provenance, Māori culture and natural landmarks, she said.
Low said the locally developed campaign was made possible through funding from the
Government's Strategic Tourism Assets Protection Programme.
Funding was granted in July 2020 for domestic marketing activity as recognition of Tourism Bay of Plenty's destination management plan for the region.
The plan – Te Hā Tāpoi | The Love of Tourism – was launched just before lockdown.
Tourism Bay of Plenty promotes and develops the tourism industry for Tauranga City, the Western Bay of Plenty and Whakatāne District – the area known as Te Moananui ā Toi - the Coastal Bay of Plenty.
To discover a region full of beautiful places and friendly faces check out website Tourism Bay of Plenty