For immediate release

13 November, 2013

Fresh initiatives to start peak season for Tourism Bay of Plenty

Tourism Bay of Plenty has announced a pair of new initiatives on the eve of the peak summer season, including:

• a new marketing campaign, featuring a television commercial in key domestic markets

• a Memorandum of Understanding with the Whakatane District Council that will see a pooling of promotional resources.

The marketing campaign, which includes the new brand positioning ‘Plenty for Everyone’, targets Bay of Plenty locals and key domestic visitor markets, Auckland and Waikato. The campaign is designed to move the Bay of Plenty into the top four tourism destinations in New Zealand and increase the amount visitors spend while in the region.

The campaign includes newspaper and radio advertisements, and for the first time in nearly a decade, television commercials (TVCs).

Tourism Bay of Plenty General Manager Rhys Arrowsmith says the campaign will showcase the laidback sophistication of the region and the variety of attractions, both free and paid, on offer.

“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,” he says.

“Dive, hunt, hike, raft, fish, fly and blokart; or simply sightsee, have a spa treatment, visit cultural sites and sample the region’s food and wine - regardless of what you’re into, the Bay has plenty to offer.”

The print advertisements highlight the juxtaposition between laidback and sophisticated living, with a series of images set against the same horizon, but featuring two very different scenarios.

The second initiative, a Memorandum of Understanding (MoU) which has been signed with Whakatane District Council, will see the Council’s tourism promotional activities and associated budget move to Tourism Bay of Plenty.

Mr Arrowsmith says Tourism Bay of Plenty has always supported and promoted what Whakatane and its surrounds have to offer.

“Whakatane is the sunshine capital of New Zealand and has always been a very important part of our activities. 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.

“We are looking forward to a great summer throughout the Bay of Plenty, as are our operators. It is pleasing that we can support them with a number of high profile initiatives that we are confident will have a positive impact on visitor numbers,” says Arrowsmith.

Social media campaigns will run throughout summer on Tourism Bay of Plenty’s website www.bayofplentynz.com and Facebook page.

ENDS

© Scoop Media