Locals show off what makes the Bay “Pretty Good” in new Tourism Bay of Plenty campaign via Woods Agency

October 9 2025, 1:43 pm | BY Ricki Green | No Comments

Tourism Bay of Plenty has partnered up with Woods Agency for its latest campaign, which leans into the region’s understated charm, celebrating its off-peak magic through the eyes of local legends.

 

The campaign features familiar faces including L.A.B lead vocalist Joel Shadbolt, NZ Skateboarding Open champion Shaun Boucher, Ngāti Hangarau co-chairperson Koro Nicholas, Tauranga mayor and former Olympic world champion rower Mahé Drysdale, and Tiki Taane.

Each highlights their favourite Bay of Plenty spots and experiences, from sunrise hikes and beachside saunas to surfing, skating, and fishing, showcasing what locals casually call “pretty good,” but visitors will quickly discover is something truly special.

Says Loretta Crawford, Head of Destination, Tourism Bay of Plenty: “We know many people are craving a break from their daily tasks or pressures right now, and we’re keen to remind them that it’s pretty good here in every season.”

Running across digital, social, and outdoor channels, the campaign aims to inspire travellers to explore the Bay’s vibrant culture and stunning natural landscapes during the off-peak season, when the region is at its most relaxed and rewarding.

Locals show off what makes the Bay “Pretty Good” in new Tourism Bay of Plenty campaign via Woods Agency Locals show off what makes the Bay “Pretty Good” in new Tourism Bay of Plenty campaign via Woods Agency Locals show off what makes the Bay “Pretty Good” in new Tourism Bay of Plenty campaign via Woods Agency

Agency and Production – Woods Agency
Creative Director: Reuben Woods
Associate Creative Director: Sara Keranen-Gramner
Account Director: Katie Martin
Senior Designer: Danelle Bourgeois
Editor: Damon Meade
Music: Tiki Taane

Client – Tourism Bay of Plenty
Head of Destination Marketing: Loretta Crawford
Marketing Executive: Carole Peters