Tourism Bay of Plenty aims to attract Kiwis to the region’s slice of paradise

Tourism Bay of Plenty and Mount Maunganui agency Woods Agency, have recently launched a one-of-a-kind domestic campaign to highlight the region’s best offerings.

There’s a reason why James Cook named this part of New Zealand the Bay of Plenty, as it has so much offer. Nestled on the east coast of the North Island, the region consists of friendly towns and cities spread along 125-kilometres of idyllic coastline.

From the culture and heritage, to the waterfalls, lakes and beaches, Tourism BOP’s campaign ‘Sure to Make You Smile’ captures just how picturesque the Bay of Plenty is. Equally as intriguing, the campaign spotlights the manaakitanga (hospitality) of the region’s friendly locals.

The 90″ spot aims to highlight the region’s beauty and attract Kiwis from other parts of New Zealand ahead of the borders reopening.

Tourism BOP head of destination marketing, Kath Low, says the idea behind the campaign comes from a place of passion and authenticity, making it unique within its kind.

“The campaign reminds us of the soul of the coastal Bay of Plenty, it’s sure to make you smile, which is underpinned by the Māori values of manaakitanga, creating deep connections between people, extending hospitality, care and respect for the land,” says Low.

“It captures the beauty in our nature with moments of genuine happiness between locals and travellers.”

‘Sure to Make You Smile’ will roll out across Tourism BOP’s key domestic markets from October 2020.


Lead Creative Agency: Woods Agency

Creative Director: Reuben Woods

Creative Director: Phil Harris

Strategist: Stephen Finnegan

Account Manager: Amber Gosbee

Director: Chris Clark

Director of Photography: David Recordon

Production Manager: Tracey Hampton 

Production Assist: Kate Cleaver 

1st AC : Robbie Hunter 

2nd AC: Andrew Taylor 

Drone: Liam Vandenberk 

Sound Recordist: Alf Rose 

Water Photographer: Jereme Aubertin

Stills Photographer: Paul Sutherland 

Still Photographer Assist: Josh Szeto 

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