Background
Recent (January 2026) storm events have impacted access across the Hauraki Coromandel region, with temporary road closures and disruption to some visitor experiences. Increasingly, these types of events are not one-off occurrences. With vulnerable roading infrastructure and more unpredictable weather patterns, the region must be prepared to respond to changing conditions at any time.
In this environment, traditional “back to business” or “we’re open” campaigns can feel reactive and, at times, out of step with both community sentiment and on-the-ground realities. Rather than continuing a cycle of recovery-led messaging, Our Place represents a shift toward a more resilient, adaptable approach.
Our Place is a flexible, digitally led awareness activity designed to be activated when the time is right, whether during key moments or in response to changing conditions. It allows us to pause, adapt, or scale activity as needed, while maintaining a consistent and confident voice.
At its heart, Our Place is about telling our story differently. By focusing on authentic local voices, meaningful experiences and places that are ready to welcome visitors, the campaign ensures we are showcasing the region in a way that is both responsible and genuine. It highlights what makes this place special, not just where to go, but how to experience it.
This approach enables us to respond quickly when access is limited, guide visitors toward appropriate areas, and maintain trust with both our community and our audience. It also brings locals into the storytelling, giving a voice to the people who know and care for this place most.
More than a campaign, Our Place is a long-term shift in how we present the Hauraki Coromandel, one that reflects the realities of our environment, respects our communities, and allows us to share this region with confidence, authenticity and care, whenever the time is right.
Results
Jan - 2026
Our Place delivered strong regional visibility and audience reach across paid social and digital advertising channels. The campaign generated over 1.6 million impressions, with the primary objective focused on driving positive sentiment and destination consideration, rather than immediate conversion activity. The campaign was designed to keep Hauraki Coromandel visible and front-of-mind during a period impacted by unsettled summer weather patterns, while encouraging audiences to continue considering the region for future travel.
- Social - Facebook and Instagram paid placements from Feb-Mar: +820,000 impressions, +8,300 website link clicks +160,000 engagement
- Google Display Ads during March: +600,000 impressions, +6,400 website link clicks
- Stuff mobile interscroller placement Feb-March: +210,000 impressions, +900 website link clicks, 0.45%CRT
- TOTAL +1.6 million impressions (awareness), 167,000 engagement (consideration), 15,600 website clicks (conversion)
Efficiency:
- ~$6.88 CPM (cost per 1,000 impressions)
- ~$0.07 per engagement
- ~$0.70 per website click
Examples of placement:
