The Coromandel Cure
Something a little different.
During a short stint at DDB Aotearoa, we were briefed on a simple challenge: how do you get more people to visit the Coromandel?
Destination Hauraki Coromandel had long used the line “Good for your soul.” Our question was: could we actually prove it?
So we teamed up with researchers at the University of Auckland to put it to the test. They measured the impact a stay in the Coromandel had on visitors’ wellbeing and, fortunately for us, the results were pretty convincing. If you are invested you can read the study here.
The campaign became The Coromandel Cure : a tourism campaign built around the idea that a short stay in the region is scientifically shown to improve wellbeing. Taking visual cues from both cosmetic and pharmaceutical products, we created the campaign platform, along with a press kit and toolkit that local businesses could use to apply the idea to their own products and experiences, like Opito Bay salt.
We also wrote TV and radio scripts and produced a whole pile of campaign assets. Sadly, the budget stopped just short of actually making the ads. Such is advertising.
Still, not every day you get to prescribe a holiday, and I’m super happy with the thinking behind the work.