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 domestic campaign yet.
“The idea is unique because it comes from a place of passion and authenticity.”
– Tourism Bay of Plenty
Authentic story-driven experiences
Sure to make you smile 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 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.”
“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.”
Cultural collaboration
We partnered with cultural advisor, Josh Te Kani, who helped elevate our kaupapa with layers of rich storytelling from a Māori perspective.
22 videos. 300 still images.
Rather than typical tourist attractions, we produced various narratives focused on authentic moments that bring local hospitality into the visitor story.
Curated content across key markets
The Sure to make you smile campaign rolled out across Tourism Bay of Plenty’s key markets, featuring curated website and social media content, TV spots, billboards, bus backs, dynamic digital adverts, and press advertising.
