The Bay of Plenty is a popular summer destination, renowned for its world-class beaches. Following the worldwide travel restrictions caused by Coronavirus, we collaborated with Tourism Bay of Plenty to develop their most ambitious campaign yet. Our challenge was to capture the region’s genuine manaakitanga alongside its beautiful surroundings, attracting Kiwis to visit while the borders are closed – and international visitors when they reopen. The result is a story-driven campaign, positioning the destination as a region of friendly faces and beautiful places – and a whole lot more than just great beaches to visit in summer.
“The idea is unique because it comes from a place of passion and authenticity.”
– Tourism Bay of Plenty
Campaign Strategy | Brand Video | Photography | Story and Messaging | Design| Campaign Rollout | Animation
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.
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
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.
Let’s get together, grab a coffee and throw some ideas around.