Bay of Plenty gets a new attitude (and along with it a new slogan) as the region attempts to squeeze into the top four tourist destinations in New Zealand.
The new tagline 'Plenty for Everyone' reflects the province's evolving scenery and activities. What was once just a destination for beach-going now caters to all manner of merriment.
"We’re steadily growing a presence with those seeking a more adventurous holiday – with the likes of our boat charters, kite surfing and blokarting activities. As a region we are also gaining recognition for our food and wine offerings and have a year round calendar of sports, arts and community events," says Tourism Bay of Plenty general manager Rhys Arrowsmith.
"In other words, regardless of what you like to do on holiday, there is plenty for everyone here.”
The new tagline was unveiled at a tourism operator event held in Mount Maunganui last week. It's part of a wider campaign to promote the region done in partnership with guidebook creator Jason's Media, Tangerine Research and Mount Maunganui-based creative agency Wave, which recently underwent a refresh.
The campaign and accompanying collateral launches in Spring, targeting key domestic markets Auckland and Waikato. Pre-launch activities include promotional material inside of Jason's tourism guides such as What’s On Bay of Plenty Visitor Guide, RoutePlanner Bay of Plenty, the Bay of Plenty Conference and Events Planner.
Tourism Bay of Plenty says it will also work with its national counterpart Tourism New Zealand to promote the region in Australia and Asia.