Tourism Bay of Plenty has launched a new brand for the region in a bid to help the industry recover from the effects of the grounding of the Rena.
The ship has been wedged on the Astrolabe reef, 12 nautical miles from the coast of Tauranga since 5 October.
The tourism industry in the Bay is worth about $450 million and relies predominantly on domestic visitors.
Tourism Bay of Plenty says the event has been a catalyst to rebrand the region.
Chair-elect Paul Bowker says there is a very real possibility people may not come to the Bay because of perceptions about oil being on the beach and containers coming ashore.
Mr Bowker says the new campaign aims to bring to the fore that the Bay of Plenty is not just beaches and water.
The campaign focuses on the Bay as a place that has plenty to do.