Plenty for Everyone is on offer in the Bay of Plenty this summer as Tourism BOP launches its summer advertising campaign.

The new campaign using five themes to show the various activities and experiences on offer across the region starts this week with advertisements in newspapers, radio and for the first time in almost a decade television.

One of the advertisements to feature in Tourism BOP's new campaign.

The commercials are aimed at key domestic markets, says Tourism Bay of Plenty general manager Rhys Arrowsmith.

Rhys says the campaign will showcase the laidback sophistication of the region and the variety of attractions, both free and paid, on offer.

'The region boasts 250km of pristine coastline from Waihi Beach to Ohope Beach, eight major rivers, native forests and numerous islands, but you are never far from boutique shopping, a glass of local wine or a perfectly brewed coffee.

'Dive, hunt, hike, raft, fish, fly and blokart; or simply sightsee, have a spa treatment, visit cultural sites and sample the region's food and wine - regardless of what you're into, the Bay has plenty to offer.”

The print advertisements highlight the juxtaposition between laidback and sophisticated living, with a series of images set against the same horizon, but featuring two very different scenarios.

Rhys says the second initiative, a Memorandum of Understanding, which has been signed with Whakatane District Council, will see the council's tourism promotional activities and associated budget move to Tourism Bay of Plenty.

He says Tourism BOP has always supported and promoted what Whakatane and its surrounds have to offer.

'Whakatane is the sunshine capital of New Zealand and has always been a very important part of our activities.

'The MOU formalises how we work together and streamlines the back end, ensuring more money is spent where it should be – supporting the tourism owners and operators throughout the region.”

Rhys is looking forward to a great summer throughout the Bay of Plenty, 'as are our operators”.

'It is pleasing that we can support them with a number of high profile initiatives that we are confident will have a positive impact on visitor numbers.”

Social media campaigns will run throughout summer on Tourism Bay of Plenty's website www.bayofplentynz.com and Facebook page.