With the inclusion of Mataritki and showcasing the soulful essence of Hauraki Coromandel in winter, the campaign will aim to inspire travelers to embrace the season's tranquility and embark on a transformative journey of self-discovery and renewal, all of which aligns with the Coromandel Cure.

We’ll showcase the merits of visiting during winter, to experience wellness, local cuisine, the arts and retail therapy. These factors all contribute to the ‘wellness’ that is visiting Hauraki Coromandel. In this case, wellness translates to ‘good for your soul.

The winter campaign will launch domestically in June, predominantly to build awareness, perceptions and increase appeal.

• The campaign aims to highlight the charm of Hauraki Coromandel during the winter season, enabling connections and celebrations through visitor experiences that connect oneself, people (locals), and place (Hauraki/Mataraki)
• Share Matariki celebrations
• Showcase the merits of visiting in winter for a wellness escape, by experiencing local food, arts, and shopping (or retail therapy)