The Eastern Bay's about to get a major promotion in Australia, and South-East Asia.

Travel show "Destination New Zealand" is aimed at the Australian market, and the independent traveller, interested in discovering and experiencing heartland New Zealand.

The Eastern Bay's to become the focus of one of the half-hour episodes.

It'll screen on Australia's Channel 7, in-flight entertainment for Air New Zealand and Qantas, Sky Living Channel New Zealand and Free-to-Air in Singapore, Thailand and Hong Kong.

The show will feature a range of local businesses and tourism operators, as well as free attractions like Ohope Beach, Ohiwa Harbour, Otarawairere and historic points of interest.

Toi EDA's Nicola Burgess says it's the start of a marketing programme in Australia to capitalise on the Trans-Tasman flights to and from Rotorua.

Filming will take place later this month, and will screen in Australia in September.

Toi EDA hopes to use the film footage on websites and DVDs.