• Tourism Bay of Plenty


A complete modern DMO solution for Tourism Bay of Plenty.

Bay of Plenty Tourism found themselves in a place familiar to many – an aging website, with features bolted on over the years, that was no longer fit for purpose. Acting as one of the first points of contact for visitors to the region, their digital presence was crucial to get right.

A new website had to hero the Bay of Plenty, telling their unique stories, highlighting the many reasons to go, and allowing planning visitors to browse the fantastic local offerings.

What could a DMO website do?

We spent a lot of time with the team at Bay of Plenty Tourism discussing what the website should be able to achieve for potential visitors to the region, as well as how it could support operators. The new digital presence needed to exist in the Dream and Plan stages of the booking process – giving aspirational and educational information to travellers. There needed to be clear consideration of the key traveller types defined in the Place DNA work done by the DMO, with tailored content for each. Finally, it had to support the businesses that make up the region, providing listings and traffic back to individual websites.

A modern solution for a modern region

A more modern visual approach was needed, using an alternate logo version as well as large format images and bold headers. The natural curves of the coast and hills of the region are replicated throughout the site, creating a look and feel 100% unique to Bay of Plenty Tourism.

Content and local stories are a key building block of the website, and we wanted strong visual elements to come together to create story templates that felt individually designed when assembled by the BOP team. A number of templates were created for stories, for each audience type and story theme that would be required. These stories could now be assembled block-by-block, creating beautiful and engaging stories with cultural, historical, and ecological importance.

Visual changes are underpinned with a powerful and flexible back-end. A bespoke Operator Listing engine was created to allow listings from the Tourism New Zealand API to live alongside local listings for Cruises and Hospitality offerings. Operators will now have less places to have to maintain their listings, making it easier to keep up-to-date. The team at BOP maintain full control over the listings that show on the site, and are able to approve changes even when pulling from the TNZ API.

Integrations with tools to pull in user-generated images from social media as well as local events means that the website is always fresh, colourful and relevant. All of this sitting on the New Zealand industry-leading, open-source Silverstripe CMS. The end result is that every page is editable without time-wasting and expensive back-and-forwards with development agencies – the power is literally in the hands of Bay of Plenty Tourism.

  • Tamaki Maori Village
    The Maverick team has a clear passion for tourism, a wealth of knowledge with online customer experience, online marketing & ultimately booking conversions. We are very pleased with the results we have had so far.
  • Whakarewarewa

    The way you do your business is exceptional - you are all ‘can do’, love to go the extra mile, and get really excited about our product. Only two months in, our conversion rate is double what it was this time last year with our old website. I think that speaks for itself?

  • Rotorua Canopy Tours
    We have been working with Alex and the Maverick team for 5 years now - their dedication to making our business successful has never been doubted and as a result our business has gone from strength to strength because of their work.
  • Destination Coromandel
    We have to be focused on reaching our target markets with the right content in order to maximise our spend. Maverick Digital provide the expertise to make this connection work cost effectively.
  • Southern Lakes Helicopters
    Alex and her team have been fabulous! They designed our website which we love. We have been working with Maverick 3.5 years now and have never looked back.
  • Hobbiton Movie Set

    Working with the Maverick team has been a breeze. They understand our business needs and have quickly become a trusted and expert source of information on all things Digital. The monthly reports, regular comms and calls from Alex and the team ensures we are close to the data and are getting the best bang for our buck.