West Coast mayors say they are about to unleash an online video campaign championing mining, after Forest and Bird upped the ante with glossy television commercials.
Conservationists, miners and many West Coasters are waiting for consultation to open on the Labour Government's proposal to ban new mines on conservation land.
Forest and Bird has launched a commercial which is airing on prime-time television, including aerial footage of what appears to be a West Coast goldmine.
"We continue to allow industries like mining to destroy our native forests," chief executive Kevin Hague, who lives in Greymouth, says on camera.
Four months after 5000 people protested quietly at the opening of the new Taramakau Bridge, little further has happened.