Kia ora koutou,
As we head into winter, we wanted to update you on our upcoming winter campaign, The Coromandel Cure, which will run from June through to August across Hauraki Coromandel.
Many of you will remember The Coromandel Cure first launched in the summer of 2023 in the wake of Cyclone Gabrielle. At the time, the campaign was created to help shift perceptions, rebuild confidence and encourage people back into the region through positive storytelling, local experiences and community-led activity.
What started as a recovery campaign quickly became something much bigger, a platform that celebrated the unique ways people reconnect, recharge and feel better in our region. The response from businesses, communities and visitors showed there was real value in creating experiences that locals and visitors alike could rally around.
This winter campaign builds on that momentum, evolving The Coromandel Cure into a seasonal platform focused on wellness, warmth, connection and authentic regional experiences during the quieter months.
The campaign will be supported through an integrated mix of digital, social, PR, content creation, media partnerships and paid activity, all designed to drive visitation, positive sentiment and engagement across the region over winter.
As always, the success of the campaign relies on communities and businesses getting behind it and creating their own version of “The Cure”.
Building Cure's In Your Community
We’d love your support in helping rally your members and encouraging businesses to think creatively about how they can participate. The beauty of this campaign is that it can work for any business, town or organisation.
Some ideas could include:
• A winter accommodation package or midweek escape
• A dining special or limited edition winter menu item
• A wellness or relaxation experience
• A retail promotion or local shopping trail
• A fireside event, workshop or community gathering
• A local “Cure” itinerary showcasing your town or district
• A seasonal activity, tour or experience package
Businesses can upload their offers, events or experiences here: List Your Business or Event
Leverage The Campaign
To help maximise the impact of the campaign, we encourage businesses and communities to fully leverage The Coromandel Cure creative platform across their own marketing activity.
Make the most of the campaign by using the provided creative resources, messaging and campaign assets to promote your product, experience or offering, helping connect your activity into the wider Coromandel Cure story and regional promotion.
Ways businesses can leverage the campaign include:
• Social activity: identify your social posts, reels and stories as part of The Coromandel Cure campaign
• Tagging: don’t forget to tag @thecoromandel and use #goodforyoursoul and #coromandelcure
• Create engagement: businesses are welcome to use the approved “side effect” messaging within social captions and content to help create consistency across the campaign
• Use the campaign branding across:
– product and package offerings
– printed material including brochures, menus and maps
– digital activity including websites, EDMs and digital advertising
Campaign resources, imagery and information can be found here: The Coromandel Cure Resources
The more collectively we align and amplify the campaign, the stronger the regional presence and impact we can create together over winter.
The aim is to create reasons for people to visit during winter while also giving businesses and communities a shared platform they can leverage and promote themselves.
We’d really appreciate your help sharing this with your members, encouraging collaboration locally and helping build momentum within your communities.
If you’d like to discuss ideas, collaborative opportunities or ways we can help support your local activity, please feel free to get in touch.
