Destination Coromandel shares new video for "Where Kiwis holiday" campaign

Despite ongoing setbacks for the tourism industry in the region, destination marketing activity continues, to help ensure local businesses get the maximum benefit from late summer domestic travellers.

The third phase of Destination Coromandel's Where Kiwis Holiday marketing campaign launched last week with a new video created to reconnect viewers with the things that are good about the Hauraki Coromandel region. Featuring locals engaging in the simple outdoor fun that characterises holidays in The Coromandel, the video is designed as an awareness piece to remind people that a break in our backyard is simple to organise and that it provides freedom and space.

The new video is not part of usual campaign activity delivered by the regional tourism organisation, as marketing manager Megan Nunn explains. "Thanks to additional funding granted by central government to support domestic marketing, we were able to commission some new footage and secure placement on on-demand TV.  We have been delighted to see that many visitors came over the peak summer period, but we wanted to communicate that we welcome visitors any time.  We have missed them so much, and we wanted to share the message from our locals to come and enjoy the special outdoor places that we are all so lucky to call home."

"So for that reason we wanted to creative an emotive piece that would reignite past memories and help viewers find inspiration to create new ones. And to keep The Coromandel in the forefront of people's minds when they are thinking about the rest of their summer."

Recent visitor spend data for December from Marketview shows that Hauraki Coromandel fared well compared with other regions in New Zealand, ranking 7th in total spend, with an increase of 3.2% on December 2020. Of the 11 towns and population centres monitored individually, most reported an increase in total value of transactions, with an average increase of 13% in individual transaction value.

"We won't have spend data for January until the end of this month", says Megan, "but initial numbers are very encouraging. We do acknowledge that not every business owner has seen good revenue, and that many are in a critical state, despite the announcement today of future easing of travel and border restrictions.  We will continue to showcase our tourism businesses as part of this phase of the campaign, and urge visitors to do something new."

ENDS

Destination Coromandel:
The Regional Tourism Organisation for Thames Coromandel and Hauraki Districts.

Megan Nunn, Marketing Manager
megan@thecoromandel.com
 021 227 4351

Hadley Dryden, General Manager   
hadley@thecoromandel.com
 021 227 4387

www.thecoromandel.com