A new Tourism Bay of Plenty campaign has launched involving local sporting and entertainment celebrities, including sportspeople Luuka Jones, Gemma McCaw, and Kane Williamson.

Musicians Ria Hall and Tiki Taane join them as the famous local faces of the ‘No Place Like Home' campaign.

The community-focused initiative encourages residents to share what they love about living in the Bay of Plenty – from their favourite places to cherished hot spots which enrich the region – in order to develop a comprehensive understanding of the Bay's unique offerings for the benefit of fellow locals and visitors alike.

The campaign gets its name from Tiki and Ria's 2016 hit single, which pays tribute to the region through song and includes input from the Tahatai Coast School choir.

Tourism Bay of Plenty Head of Marketing Kath Low says the name encapsulates everything the campaign stands for.

'It's about giving our residents a sense of appreciation for what a fabulous part of New Zealand this is. We want our people to be aware of all the fantastic opportunities and activities available here and feel proud to say, ‘I'm from the Bay.'”

The campaign begins with a community survey, to gain insight from residents about what they love about living in the Bay, the attractions or places they like to visit, and where they take family and friends.

'The community voice is an absolutely integral part of the ‘No Place Like Home' campaign,” says Kath.

Hockey star Gemma McCaw (nee Flynn) says the Bay of Plenty is a place to unwind from the hustle and bustle of city life. Currently based in Christchurch, she says the best part about coming back is the sense of community that comes with the region.

'I love the relaxed atmosphere, that real community feel and spirit. When I'm away, I miss that – everyone has a really positive outlook on life and there is a really relaxed vibe.”

Conversely, Papamoa-based musician Tiki Taane moved up to the Bay from Christchurch eight years ago, and says it was love at first sight.

'I always saw the Bay of Plenty as this pristine paradise that I'd love to go to, and finally I did in 1996 with my band Salmonella Dub, when we played a gig at Astrolabe at the Mount..

'I was so excited – I remember thinking it was the best place in the world. I love coming home. For me, this is where my whanau is, where I come to feel revitalised after touring around the world. It's where I want to live for the rest of my life.”

The No Place Like Home community survey is available online until Monday, February 20and Kath implores residents to take just 10 minutes of their time to share their views.

'Our ambassadors have had their say – now it's your turn. This is an exciting time of change and we want our community to take part in the process of shaping our region into a number-one destination for residents and guests alike.”

To join the conversation and fill in the online survey, visit noplacelikehome.nz

Every entry goes into the draw to win a number of prizes from local businesses, including a luxury weekend escape for two in the Bay of Plenty.