Rebranding plans for marketing the Western Bay of Plenty are being endorsed by tourism operators, but a lack of funds may limit the Rena recovery campaign.
The rebranding that was unveiled to the overwhelming support of businesses at last night's launch focuses on the region being the Bay of ‘Plenty' – with many great things on offer for all visitors.
Papamoa Beach Top 10 camping ground manager Rebecca Crosby and Tourism Bay of Plenty's incoming board chairman Paul Bowker discuss the Rena recovery campaign in branded ‘Plenty of Heart' T-shirts. Photo by Tracy Hardy.
However, Tourism Bay of Plenty's lack of budget for a major promotional campaign has the organisers encouraging businesses to help push the message with their own email newsletters and use of social media.
Recovery campaign manager Linda MacPherson says funding is allocated for an initial campaign targeted at Auckland, Waikato and Rotorua residents. The campaign includes a GrabOne promotion, online and social media, outdoor signage and an electronic toolbox of branding elements that businesses are encouraged to use in their marketing.
Business staff are also being encouraged to wear branded ‘Plenty' T-shirts.
The campaign begins this Thursday with a GrabOne package of half-price deals on Western Bay attractions emailed to 500,000 people in the target area – including deals from Waimarino Adventure Park, Adventure Sail, Elements Watersports and Kiwi 360.
Linda hopes the deals, which could be redeemed until the end of March, will attract visitors to the region in February and March, months that many operators currently have low bookings for.
Even without any further funding she says the campaign will begin to make an impact, but says extra funds will help.
'We will be able to start the campaign and it will have some impact (without more funding).”
Tauranga Mayor Stuart Crosby says he will talk with the Bay of Plenty Regional Council, central government and parties associated with the Rena about funding for an expanded recovery campaign.
'Now that we have something concrete to take to them to show what we are proposing, this will help,” says Stuart.
Tourism Bay of Plenty incoming board chairman Paul Bowker welcomes the rebranding as capturing the essence of the region.
He is confident the initial campaign will attract visitors back this summer.
He is excited about the brand's potential and believes the ‘Bay of Plenty' branding could be applied across all sectors in the region.
'In a perfect world we would have millions to spend on a big campaign, but we don't, but we do have a solid brand to work with.”
The rebranding by Josh Lancaster and Jamie Hitchcock of the Assignment Group is ultimately envisaged to be used in a series of TV commercials, online ads and a major print promotion campaign.
Papamoa Beach Top 10 camping ground manager Rebecca Crosby is hopeful the rebrand and campaign plans will help fill the many empty sites they have beyond early January.
Tauranga Tandem Skydive manager John Martin says the rebranded Bay of ‘Plenty' is what the region has needed for some years and thinks it captures the area's special character.
4 comments
Now there's a new name
Posted on 13-12-2011 15:53 | By Gee Really
Actually good luck to them because the doomsaying media have a lot to answer for with potential tourists thinking they're coming to some sort of Exon Valdiz disaster. But as for who pays, it should be anyone but the local or regional council. First call those who caused the disaster. For years all businesses have subsidised tourism marketing in the area and it's about time the first-line tourism businesses put their hands in their own pockets. And where is Assignment Group from, I hope it's local?
Whats next
Posted on 14-12-2011 00:00 | By Openknee8ted
Rebrand Mount Maunganui as Mount Maunganui! With 2 Crosby's invovled this will cost ratepayers twice as much as the usual disaster. Plus there will never be an Audit.
Double negatives
Posted on 14-12-2011 08:39 | By Adrian Muller
I think it is a mistake to have the slogan ‘It's not called the Bay of Plenty for nothing!' as it contains a 'double negative.' The wording ought to be all positive, such as "It's called the "Bay of Plenty" because there is plenty: of everything.
Who are we?
Posted on 19-12-2011 12:46 | By crnicholson
With the re brand focused on the Bay of Plenty where does Tauranga and Mt Maunganui fit in? As far as I am aware the Bay of Plenty covers from Whakatane to Waihi including Rotorua!As Whakatane and Rotorua have their own tourism board and slogans surely it would be more applicable for Tauranga and the Mount to have their own identities!
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