Campaign mitigates effects of second COVID lockdown

Building on the success of the first 'Where Kiwis Holiday' campaign

As tourism businesses adapted to ongoing uncertainty, the absence of international visitors and travel restrictions over the past two years, our marketing strategy evolved. After a first ever summer campaign in 2020/21, our goal was to to keep The Coromandel in the hearts and minds of our loyal audience. Destination Hauraki Coromandel received additional funding from MBIE and activated a second 'Where Kiwis Holiday' campaign in September 2021, which ran through April 2022.

None of us could have anticipated the three and a half months of lockdown that would impact almost half the campaign period and summer visitation.

Tactics

Reconnect with loyal visitors
Invest in driving bookings to operator packages
Leverage all media opportunities
Partner with Tourism New Zealand

Campaign results compared to previous summer

Increased visitation and spend when travel unrestricted by COVID
Average regional visitor spend transaction value increased by 11%**
Operator package views increased by 39%
Earned media up 300% to $1.2M
Television commercial was viewed 4 million times across all channels

The campaign objective was to maintain market share, which was achieved outside of the lockdown months of September to mid December. Across the total campaign period of 8 months, spend and visitation were down. The extended lockdown in Hamilton and Auckland had a dampening effect, as did prolonged easterly swells, impacting water activities. However, when travel was unrestricted, day visits were up 1.6% and overnight stays up 2.6%. Overall, regional spend was down 7%*, but outside of lockdown increased 3.6%*.

The focus on encouraging people to take up value-added packages and deals generated 32,000 thousand views for packages offered by participating businesses and there were 63,000 referrals to business websites.

Our media-first approach, supporting Tourism New Zealand activity, generated over $1.2M of earned media (free) across print and digital channels, with the Stuff Go To Guide to The Coromandel and Kia Ora magazine features being highlights.

Plans for next summer

One more summer campaign to protect market share
Include more businesses

The additional funding for MBIE will allow us to mount another (smaller) 'Where Kiwis holiday' campaign this summer before returning to our usual marketing of shoulder seasons. Fewer businesses offered fewer packages this year so it is important we can get more participation. The recent sustainable pricing workshops are part of a strategy to help operators understand the tactical tools they have to add value and increase revenue and share.

In the meantime, our winter campaign is under way, with specific Australian market components, and it's is not too late to join us.

* Spend data from MBIE
** Transaction data from Marketview

Please keep in touch with how you are going and your plans as you make them.