Tourism Bay of Plenty

INSIGHT & STRATEGY

Feel our manaakitanga

The Bay of Plenty has a unique ‘place DNA’, or combination of attributes that sets the region apart. Research indicates that a large part of this DNA is the warmth and hospitality of its diverse people.

“The campaign reminds us of the soul of the 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.”

–Tourism Bay of Plenty

We evolved Tourism Bay of Plenty’s ‘It’s in our nature’ tagline to build on the idea that this is a place where the warmth of the climate is only surpassed by the manaakitanga of its people.

CAMPAIGN CONCEPT

Sure to make you smile

Smiles are as powerful as they are contagious – whether they are smiles of wonder, contentment, laughter, joy, excitement, hospitality. The ‘Sure to make you smile’ campaign focuses on the smiles visitors experience while visiting the Bay of Plenty. It’s a campaign rich in narrative storytelling, showcasing positive interactions and moments of genuine happiness between people and the beautiful surroundings they explore.

VIDEO AND STILLS

Friendly faces, beautiful places

This campaign was about taking a different approach to tourism campaigns – not just for the Bay of Plenty, but New Zealand. Rather than focusing on typical tourist attractions, we created 22 videos and more than 300 still images focused on recreating authentic moments and bringing local hospitality into the visitor story. We partnered with cultural advisor, Josh Te Kani, who helped elevate our kaupapa with layers of rich storytelling from a Māori perspective. When developing video narratives, we wanted to communicate that whoever you are, and wherever you go – the Bay of Plenty is sure to make you smile! We produced four video segments, featuring the Bay of Plenty’s most popular visitor activities – beaches, culture, eco-travel and outdoor adventures. Each video narrative represents different visitor types – with 30 and 10 second spots weaving together into a 90 second version featuring each key demographic.

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

– Tourism Bay of Plenty

CAMPAIGN ROLLOUT

A feelgood experience

The ‘Sure to make you smile’ campaign rolled out across Tourism Bay of Plenty’s key markets from October 2020, featuring curated website and social media content, TV spots, billboards, bus backs, dynamic digital adverts, and press advertising. The campaign focuses on specific visitor types with imagery and messages related to their interests – driving to a range of itineraries, inspiration and further information about the people and locations featured throughout the campaign.