The Hauraki Coromandel Region offers some of the best beaches and coastal scenery in New Zealand, which is why they're known as “where Kiwis holiday.” These landscapes are best enjoyed during warmer weather, so a key challenge and solution to grow visitation year-round was declared.
Destination Hauraki Coromandel have the privilege of promoting one of New Zealand's favourite regions that boasts some of the country’s best beaches, native forests and iconic summer experiences.
The challenge for Destination Hauraki Coromandel is to ensure their region remains a firm favourite for kiwi travellers year-round, not just in the summer months.
Leveraging keyword research and the five stages of travel, a strategic ad campaign was developed for a series of Google Ad campaigns which educated and showcased a variety of unique destinations and experiences specific to shoulder and winter seasons.
Key campaign messaging included: “Discover winter our way”, “Good for your soul” and “Where Kiwis Holiday” combined with strong imagery to represent cosy winters, mindfulness and homegrown experiences. These were delivered in carefully targeted and optimised social media and google ad campaigns.
Results clearly indicated the campaigns definitively drove demand for visitation to the region across less traditional months. This was determined via metrics including:
- Increased website traffic
- Increased referrals to stakeholders
- I?ncreased bookings for operators (where tracking allowed)
Tomahawk have provided us with work for Google Ads & Seasonal Campaign activity which have been hugely successful in driving conversions to our website. We highly value the input the team at Tomahawk provides.
Megan Nunn - Destination Hauraki Coromandel