Part of our marketing strategy includes campaign activity to promote travel at certain times of the year, for specific reasons. We connect with potential travellers in New Zealand and Australia to showcase the experiences our region offers and give them good reasons to come for their next holiday or break. We know that many visitors to our region will come time and again, so there is always an opportunity to give them new reasons to visit more often.
Our campaigns are mostly digital but often include Out of Home advertising (such as billboards) and media placements in publications and channels that our audience use. If you are listed on our site, we will include your offerings in our campaigns where they are aligned, but we will often ask you for packages and deals that will appeal to the campaign target audience.
Tourism New Zealand will also ask you to load packages and deals for their campaigns from time to time, we encourage you to do this as often as possible. The deals featured on newzealand.com will also be featured on thecoromandel.com and used in our regional campaign activity.
As the summer of 2023 ended abruptly in early January due to a series of weather-related events, which resulted in road damage and associated regional accessibility, it was identified that there was a need to reactive a summer campaign. The purpose of this was to help counter negative perceptions and reinstall confidence in travel to and around Hauraki Coromandel for the 2023/24 summer season, when it was expected the roading network would still be unstable.
This campaign will push the ‘winter our way’ message and align with the our new Forever good for your soul activity, whereby we'll be supporting and encouraging visitation to give more than it takes. We want The Coromandel to be considered by Kiwis as a place to escape, recharge and reward oneself during winter.
The Where Kiwis Holiday campaign aims to reignite past summer activity by stimulating desire and visitation to The Coromandel year round. Stimulate demand resulting in bookings for summer and shoulder season travel. We will aim to reconnect with inspiring images of wide open spaces, coastline and marine activities, and walking and cycling trails, reminding our key markets why The Coromandel is where Kiwis holiday and persuading them that now is the time to experience a real ‘Kiwi Summer Holiday’.
Welcome to our world will primarily be an awareness campaign with a heavy focus on digital platforms. The purpose will be to instil confidence in the market and share the message that now's the time to take the scenic route, our doors are open, our guides are waiting and nature is calling. All in the response to recent weather events of January 2023 and three previous years of COVID interruptions.
Following a rough start to 2023 with visitor numbers down significantly due to adverse weather, the lucky loop campaign focus was to debunk the perception that The Coromandel wasn’t open and remove any uncertainty about access to the region.
