Paradise Coast is the coastal destination made up of three main towns - Pauanui, Tairua and Whangamata. This is situated on the east coast of New Zealand's Coromandel Peninsula. Surrounded by majestic terrain, beautiful beaches, and sparkling water, Paradise Coast is full of outdoor adventure. Admire the natural beauty, discover the history, experience the fishing and visit world renowned sites; there's something for every member of the family.

Come and enjoy my kind of easy living.


Purpose

The core purpose of rebranding is to promote the South-Eastern Ward:

  • Increasing rateable units, which make up approx. 70% of Councils revenue.
  • Creating a united/umbrella brand enabling the South-Eastern Ward private sector to promote themselves’ as a bigger commercial area to the tourist industry and bring awareness to the domestic market, the proximity to large cities (Tauranga, Hamilton and Auckland) and the wealth of lifestyle attracting holidaymakers and permanent residents to buy property.

 

Reasoning

The reason for increasing rateable units is to feed money back into the ward to support infrastructure and maintain our rich environment. Tourism is a prime industry however drains infrastructure. Even though the private sector is the beneficiary of tourism, there is very little scope for council to obtain revenue through the private sector to reinvest into infrastructure. Therefore, there needs to be an increase in housing development to bring in the required revenue to support infrastructure, and without infrastructure we potentially have a diminishing tourism market.


Tourism is a key economic performer; however, towns and businesses have an up-hill battle to attract clientele as it appears due to their independent approach, there is not enough to do and amenities / services such as accommodation and activities are far apart in distance. Generally, the domestic market is unaware of the East Coast of the Coromandel. It is the selling point of the Coromandel not only for the hidden environmental treasures but the locality to larger populations and can take the population overflow currently being experienced and offer a quintessential New Zealand Lifestyle.


Timing is everything, and now is the perfect time to release a collective campaign.


Target Audiences

For the domestic market, there are a number of demographics that are showing an interest in a different lifestyle.

  • 55+ Ultra High Net Worth Individual (UHWNI) with a grown-up family that have left home domestically including immigrates that need a change in lifestyle
  • 55+ individual that wish to bank money for their retirement and have a more economical and community lifestyle
  • 35+ Ultra High Net Worth Individual (UHWNI) with very young families where both or one parent can work remotely or travel to work so many days a week and that wish to spend more time as a family.
  • New found money individuals, generated from low interest rates and the Auckland housing market increasing equity in the family home to be able to afford a holiday home. (if interest rates rise, this bracket is going to be the first to bleed)
  • Alternative lifestylers of all age brackets
  • Tourism, to stay longer spending more. The New Zealand and Australian markets are accessible and potentially more likely to provide a quicker response to the marketing strategy due to value for money, locality, alternative accommodation options, relaxing and stimulating environmental activities
  • Offshore investors
  • Immigration influx in the above brackets

 

Brand Brief

  • Create a generic logo that encompasses the whole ward
  • The logo has to include the full names of the towns in the area: Whangamata, Tairua and Pauanui, action symbols, tag line, images
  • A logo that can stand independently as an umbrella brand, play a supportive role; not competing with the branding of the private sector therefore a non-commercial feel
  • A logo that is flexible and versatile; adaptable to different demographics, messages of communication and media forums, able to be used by multiple sources
  • Easily recognised symbols for each town and the district
  • No colour restriction – currently under discussion.
  • Fit existing Coromandel models such as Destination Coromandel: Good for your Soul: it is important to maintain continuity within the area for longevity, potential growth and risk management

 


Partnerships

  • Leigh Hopper, Hopper Development
  • Emma Ashworth, Richardson Real Estate
  • Murray Cleland, Whangamata Real Estate
  • Dennis Beaver, Enterprise Whangamata
  • Hadley Dryden, Destination Coromandel
  • Donna Brooke, Tairua Information Centre
  • Paul Schrader, Experience Pauanui
  • Independent Businesses
  • Ratepayer and Residential Associations
  • Coromandel Arts and Creative Advisory Board
  • Community
  • Thames Coromandel District Council

 

Delivering the Goods

A Toolbox is being put together for business community use, which includes the following:

  • Terms of Conditions
  • Instructions of Use
  • File of symbol’s, logo’s, images, Paradise Coast blurb
  • Cost is free


The Toolbox is going to be administrated by TCDC Whangamata Office for the purpose of control and longevity. This is a Whangamata Community Board and Tairua-Pauanui Community Board initiative.

 


Conclusion

Paradise Coast is an opportunity for the community of the South-Eastern Ward to stand-up and be noticed, empowered by spirit, growth and rewards.

 


Marketing Examples

  • Paradise Coast, my kind of easy living (Housing development)
  • Paradise Coast, my kind of easy holiday escape in the hub of the Coromandel (Tourism)

'Paradise Coast is the coastal holiday destination of New Zealand's Coromandel. Surrounded by majestic terrain, beautiful beaches, and sparkling water, Paradise Coast is full of outdoor adventure. Admire the natural beauty, discover the history, experience the fishing or visit world renowned sites; there's something for every member of the family. Come and enjoy my kind of easy relaxed holiday escape' (Or) my kind of easy living'

On behalf of Whangamata Community Board and Tairua Pauanui Community Board Rebranding Working Group.