The Coromandel had previously enjoyed a large domestic market, predominantly from our drive markets of Waikato, Bay of Plenty and Auckland. With domestic visitors contributing up 80% of the tourism industry in The Coromandel, we have a strong loyal audience with a deep connection to the region.

With an expected drop in International visitors resulting in fierce competition for market share from other regions, The Coromandel needed to work strategically to maintain visitor numbers during summer.

To ensure The Coromandel was to survive the summer it was vital to maintain market share and ensure the region was kept top of mind for those considering a summer holiday.

This was our opportunity to re-connect with our drive market and encourage them to revisit and 'do something new' during their stay, while also connecting with the wider New Zealand audience and sharing with them why The Coromandel is Where Kiwis Holiday.

FUNDED: This campaign was funded through MBIE's Strategic Tourism Assets Protection Programme and the Support, Recovery and Re-set Plan COVID tourism recovery funds. It was not from the SLA Budget from HDC and TCDC.

• The Where Kiwis Holiday campaign focused on reigniting past summer activity by stimulating a desire and visitation to The Coromandel.

• We aimed to trigger demand resulting in bookings for summer and shoulder season travel while also leveraging Tourism New Zealand's Do Something New campaign, through packages and deals.