Overview

The Coromandel Cure - Summer Recovery Campaign 2023/24

Now is the time to rebuild and bring The Coromandel back as the place Where Kiwis Holiday.

To achieve this, we must restore confidence to travel to and around the region and reinforce positive perceptions of The Coromandel to stimulate visitation during the summer of 2023/2024 and beyond.

To do this, a distinctive campaign is being developed which will cut-through the sea of advertising sameness and motivate Kiwis to visit.

PURPOSE:

With the Summer of 2023 experiencing a series of extreme weather-related events that caused road damage and associated accessibility and navigational challenges around the region, all of which resulted in significant consequences for the region, with record low spend and visitation.

Accessibility around the region for locals was also negatively impacted resulting in a prolonged reduction in intra-regional visitation and spend.

We are now at a time where The Coromandel is suffering like never before. A main arterial route is still closed 7 months on with a rebuild completion date expected March 2024. We have towns and communities who have exhausted all their resources, some businesses have closed or shuttered and without a quick recovery many businesses will close permanently.

Now is the time to rebuild and bring The Coromandel back as the place Where Kiwis Holiday. To achieve this, we must restore confidence to travel to and around the region and reinforce positive perceptions of The Coromandel to stimulate visitation leading into the 2023/2024 summer and beyond.

FUNDED: ‘The Coromandel Cure’ was delivered by DHC courtesy of Ministry of Business Innovation and Employment (MBIE) funds and on behalf of Thames-Coromandel and Hauraki District Councils as part of cyclone recovery efforts.

OBJECTIVE:

  • Counter perceptions around poor accessibility in the wake of the weather-related events of summer of 2023
  • Build momentum through the peak holiday period and boost effects into the Autumn shoulder
  • Showcase the true essence of The Coromandel from a regenerative perspective that helps shape visitors' behaviour

FIND OUT:HOW TO PARTICIPATE AND INDUSTRY RESOURCES

RESULTS:

"The Coromandel Cure" was delivered by Destination Hauraki Coromandel courtesy of Ministry of Business Innovation and Employment (MBIE) funds and on behalf of Thames-Coromandel and Hauraki District Councils as part of cyclone recovery efforts.

The Coromandel Cure campaign was designed to build confidence and awareness to counter perceptions around poor accessibility in the wake of January 2023 weather events. The domestic campaign reached beyond our shores, picked up by overseas media.

The campaign was launched in late November, preceding a succession of positive events that kicked off the recovery proper. The early opening of SH25a plus the El Nino weather pattern that brought sunny weather and calm seas made all the difference. Promotional activity from local business associations, significant events (i.e. Beach Hop, the Kubota Billfish Classic) and the concentration of public holidays amounted to a return to business that local businesses were desperate to see.

The Coromandel Cure achieved 50 media features with a reach of over 19 million and an estimated advertising value of over $215,000. This resulted in an estimated PR value of over $650,000.

Over 100 social posts were delivered, resulting in a combined reach of 2.5 million and over 26k link clicks back to thecoromandel.com. 40 tourism, hospitality and retail businesses provided packages or cures and actively shared content, helping to build momentum and unite in sharing a regional message. The combined reach and impressions across all media channels numbered 30 million.

The region had New Zealand’s highest percentage increase in domestic visitor spend for the campaign period (December – May 2024).

*Visitor spend measured by Marketview. Please note this only includes electronic card transactions, cash and online payments are not included)

 

SAMPLE OF PROOF OF PLACEMENTS

OOH Placements

Features and media hosting produced during the campaign, but due for release in Winter

  • Kia ora Magazine - due July
  • Uno Magazine - due Winter Edition
  • Good Magazine
  • Lets Travel Magazine - due Winter Edition
  • Our NZ Magazine - due Winter Edition
  • Essentially New Zealand Magazine

Examples of Industry and Community Engagement

The Coromandel Cure Campaign Results 2024 by Destination Hauraki Coromandel