A new marketing campaign for the Coastal Bay of Plenty launched earlier this week, aimed at showcasing the depth of experiences on offer and to show "we are more than just beaches."
Developed by Tourism Bay of Plenty, the campaign entices New Zealanders to discover the significant cultural stories and diverse landscapes of Te Moananui ā Toi, the Coastal Bay of Plenty.
The Destination Management Organisation has released a series of videos and marketing campaign that rolls out to key New Zealand markets today claiming that the region is ‘Sure to Make You Smile’.
“The Coastal Bay of Plenty is more than just beautiful beaches," says Tourism Bay of Plenty head of destination marketing Kath Low.
"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.
“Discover a region full of beautiful places and friendly faces at www.bayofplentynz.com,” says Kath.
Tourism Bay of Plenty says this campaign is 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,” says Kath.
She says engagement with mana whenua was a crucial element to telling the region’s stories in the right way, with respect for the wƒÅhi (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 advisor to ensure that we did justice to the significance of each location.
“We’ve extensively researched what makes the Coastal Bay of Plenty unique from the rest of Aotearoa and the world, and 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!.
Coastal Bay of Plenty communities informed the organisation that what made the region unique was not any one aspect on its own, but the combination of its oceans and beaches, horticultural provenance, Māori culture and natural landmarks.
The locally developed campaign is the first iteration of this research, made possible through funding from central government’s Strategic Tourism Assets Protection Programme. The funding was granted in July 2020 for domestic marketing activity as recognition of Tourism Bay of Plenty’s destination management plan for the region. This plan – Te‚ÄØHƒÅ TƒÅpoi‚ÄØ| The Love of Tourism – was launched just before lockdown.
The campaign will run until December 2020 and recommence in April 2021. ‘Sure to Make You Smile’ will be showcased to New Zealanders through billboards, the back of buses and digital advertising.
Tourism Bay of Plenty promotes and develops the tourism industry for Tauranga City, the Western Bay of Plenty and Whakatāne District Рthe area known as Te Moananui ā Toi, the Coastal Bay of Plenty.
