Overview 2023
This Campaign ran for Six Winters from 2018 - 2023
PURPOSE:
To change Kiwis' perceptions of The Coromandel as exclusively a summer holiday hot spot to one of Aotearoa New Zealand’s best destinations to escape the everyday and recharge the soul, any time of year.
To promote The Coromandel as the perfect getaway for personal wellness and relaxation; immerse yourself in homegrown experiences, hear local stories, and try something new, while escaping everyday life and finding what is good for your soul.
The Winter Our Way campaign is primarily a domestic campaign with some Australian activity, to build awareness and influence perceptions and is supported by seasonal content to encourage research and conversion (bookings and travel).
FUNDED: This campaign was funded through the SLA from HDC and TCDC.
OBJECTIVE:
- Increase visitation during winter by encouraging travel that is good for your soul
- Change the perception of The Coromandel as being solely a summer beach destination
- Encourage slow travel, that gives more than it takes
- Showcasing ease of accessibility around the Coromandel Loop while SH25A is under repair
HOW TO BE INCLUDED:
- Keep us posted on what’s happening in your towns and businesses
- Upload your events directly online https://www.thecoromandel.com/events/submit-an-event/
- Share any community campaigns
- List your business on www.thecoromandel.com and upload any deals or packages you have available. This can be done via register.newzealand.com or feel free to email megan@thecoromandel.com with any questions.
- Tag @thecoromandel #goodforyoursoul on social so we can see and share your content.
- Share our content across your digital channels.
Results 2023
PROOF OF PLACEMENT (a selection):
- Sydney Morning Herald - (this ran prior to winter)
- Billboards in Christchurch, Auckland 1, Auckland 2, Wellington, Hamilton
- New Zealand Herald placements -#1 #2 #3 #4 #5 #6
- Social - Facebook, Google Ads
- Sunday Star Times false cover
- Nine Media -The Australia Financial Review
- Radio Ads
- Third-Party placements #1 #2 #3 #4 #5
- Stuff inter-scroller campaign
