This campaign aims to encourage Kiwis to take the 231km coastal route of State Highway 25 and visit the region regularly, especially since the Kōpū – Hikuai SH25A is closed for the foreseeable future.

During the Anzac long weekend – from Friday the 21st until Tuesday the 25th – any vehicle that drove the SH25 Coromandel Loop was in the draw to win a range of epic prizes including three nights at Hahei Beach Resort in a beach front bach, boat trips, snorkel tours and even dozens of Coromandel oysters.

The Lucky Loop game used cameras in secret locations on SH25 from Thames to Waihi, and vehicles photographed at computer-generated random times will receive the corresponding prize.

Following a rough start to the year with visitor numbers down significantly due to adverse weather, the campaign focus was to debunk the perception that the Coromandel wasn’t open and remove any uncertainty about access to the region.

The campaign was well-received by travellers with anecdotal feedback being incredibly positive and many across the region rallying behind the campaign, including Thames-Coromandel Mayor Len Salt, local MPs, and more than 50 local businesses who all actively supported and promoted it to their communities.

The campaign ran across PR, social, digital, outdoor, radio, road signage. With generous media partners coming on board including PHD, MediaWorks, NZME, JCDecaux, oOh! Media and Lumo, the potential reach was calculated at being more than 10 million.

FUNDED: This campaign was funded in most by the support of DDB as a result of their Global Manager who has a holiday home in Hahei. Additional financial support was invested by DHC (through domestic marketing budget), and operator in-kind support.