Auckland, Wellington and Rotorua have had a bit of tourism work done recently. And Tourism Bay of Plenty is following suit with a campaign that hopes to lure visitors to the region and get them to open their wallets over the peak summer season.
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. And, in keeping with what many believe is New Zealand's major selling point, it aims to show both the laid back and the sophisticated activities on offer throughout the region, from beaches to wineries to golf courses (why ads featuring sports often seem to use actors who have obviously never played said sport is a mystery that may remain forever unsolved).
The campaign was created by Tauranga-based agency Wave and includes newspaper, radio and, for the first time in nearly a decade, television commercials.
The print advertisements highlight the juxtaposition between the natural and the cultural activities on offer, with a series of images set against the same horizon but featuring two very different scenarios.
While the industry focus is often placed on flashy bits happening on the surface, Contact Energy chief customer officer Vena Crawley says it's often the hard graft beneath the surface that makes the difference.