Industry update - Recovery support to date and funding boost for marketing this summer

Councils' funding boost for summer marketing

A summer season campaign will be vital for the region’s recovery this year. TCDC, HDC and DHC have been working together on a plan for marketing activity that will boost summer visitation. Last week Thames-Coromandel District Council received funds for regional promotion from MBIE as part of their cyclone recovery efforts; and Hauraki District Council have also committed additional funds to help shore up business resilience over summer.

As you know we currently have the Winter our Way campaign running until the end of August. This helps maintain a presence in the market, reminding potential visitors that we remain open for business and reasons why Hauraki Coromandel is a great holiday destination any time of year.

The new summer campaign will kick off in October, in time for planning for the main tourism season, and will build momentum through the peak holiday period to boost effects into the Autumn shoulder. This 7-month period is when visitors spend the most money in the region, which is why our strategy is to target this period.

We will build an inclusive campaign that allows for and invites participation from our towns and businesses. Once we have campaign specifics confirmed we will set a date for an industry Zoom to present further detail.

DHC support activities continue

As previously outlined DHC has followed a simple response strategy - Support for Business, Marketing and Roading. This included working closely with other agencies, in particular TCDC. Visitor safety was our immediate priority while working with the Visitor Sector Emergency Agency Group (VSEAG).

Business:
We compiled industry feedback, held forums and presented to tourism and government agencies highlighting immediate impacts. This included appeals from businesses in other sectors that relied on visitors to Hauraki Coromandel. The Tourism Export Council NZ in particular was a strong advocate for immediate support. Updates to attendees via online VSEAG meetings progressed from issues of visitor safety to appeals for urgent business support.

TCDC took on the significant task of administering the Cyclone Recovery Grant for businesses in Waikato. DHC Chair John Sandford was on the panel.

Marketing:

Our rapidly updated regional map remains a popular tool
The quick launch of the Welcome to our World campaign reminded visitors that we were open for business
Working with DDB Group, TCDC, NZTA and Hahei community to delivery Lucky Loop PR and regional access awareness campaign
Reallocation of existing budgets to deliver Winter Our Way seasonal campaign
Planning on large comprehensive content campaign for summer (details to come)

Roading:
DHC participated in the NZTA Resilience workshops to improve connectivity in line with community priorities in the Destination Management Plan. This is in addition and separate to the immediate recovery and repair work under way and is based on:

where people live
where transport demand typically is
improving transport system resilience
triaging prevention work on each corridor section/road

As we progress further through this Support stage we will resume our work with the DMP which speaks to the very challenges and opportunities that have been exposed by these weather events.

We must acknowledge the extremely tough environment that business owners in Hauraki Coromandel continue to endure and the detrimental effects on the wellbeing of all people in our communities. We are still fielding more communications than usual and we apologise for any response delays as we work through them. Please don't let that stop you from getting in touch!