A roadside billboard picture of a model in Bendon lingerie advertising a sale at Papamoa's Fashion Island has been stolen - again.
For the second time this month, the picture has been cut away from its 6m x 2.4m billboard on the side of State Highway 29, nearMaungatapu Bridge. The first theft happened on November 9.
Fashion Island's retail manager, Nicola Hay, who works on the firm's billboard advertising, said having a poster stolen was a first.
"I've been in retail for seven years now and I've done billboards many times but I've never had one taken, especially not twice."
Ms Hay said Fashion Island would replace the billboard, though with the cost at $1000 they might take a slightly different approach with the next image they put up.
"We will replace it but probably with something a little less provocative. The first time we had a bit of a laugh but it's not quite as funny this time around," she said. "Obviously she's a gorgeous model so we can understand why she went."
Bendon was also shocked to hear the poster had been cut away for a second time.
General manager of retail Carol Pinker was flattered their lingerie was getting so much attention. "We have suffered vandalism and billboard losses before but having to replace the same one twice in as many weeks has set some kind of record ... While it is great our lingerie is well appreciated, our message to the people of the Bay of Plenty is: 'look, enjoy but please don't touch'."
