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

Kiwis have a knack for understatement. Like saying something is “pretty good” when, in fact, it’s absolutely incredible.

That’s the humblebrag behind the latest campaign from Tourism Bay of Plenty and Woods Agency, celebrating the region’s 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 showcasing their favourite Bay of Plenty spots and experiences.

Pretty good in every season

From sunrise hikes and beachside saunas to surfing, skating, and fishing, the campaign captures the authentic charm of what locals casually call “pretty good,” but visitors will quickly realise is something truly special.

Tourism Bay of Plenty head of destination Loretta Crawford says: “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 discover the Bay’s vibrant culture and stunning natural landscapes during the off-peak season, when the region is at its most relaxed and rewarding.

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