An ambitious campaign to rebrand the south eastern seaboard of the Coromandel as “The Paradise Coast” is showing signs of life again, nearly eight years after the idea was first launched.
The proposal was originally championed in 2017 by former Pauanui councillor Sarah Campbell and Whangamata Community Board member Terry Walker, who argued the name “Southeast Ward” lacked identity and appeal for residents, businesses and tourists.
The idea aimed to create a stronger regional brand linking coastal communities including Whangamatā, Onemana, Opoutere, Pauanui, Tairua and surrounding areas under a single tourism and lifestyle identity.
At the time, the proposal generated considerable enthusiasm across the business community. Grants were secured for marketing initiatives, businesses registered company names linked to the Paradise Coast brand, artists created town-specific promotional material and New Zealand music icon Tina Cross even recorded a theme song supporting the concept.
Supporters say the branding effort was significant and costly for local businesses eager to move away from the bureaucratic-sounding “Southeast Ward” label.
“Who wants to live, let alone holiday, in an area called the Southeast Ward?” one supporter said.
Despite the early momentum, the project stalled before any official name change process could be completed.
Now organisers say progress is finally being made again.
Supporters have confirmed that central government has now supplied application timeframes for progressing a formal name change process, with applications able to be lodged between December 19 this year and July 31, 2027.
Organisers say they have also reconnected with key community figures from across the coastal towns, including several of the original creators behind the Paradise Coast concept.
Community backing is continuing to build, with letters of support already received from information centres, Lions Clubs and local business associations.
Interest in reviving the project has also spread online, with supporters maintaining a Facebook presence while work begins on securing a new website domain after the original address lapsed.
While some funding remains in the project trust account, organisers say additional financial support will be needed to help progress the rebranding campaign and formal application process.
Advocates believe the Paradise Coast identity could help strengthen tourism promotion, regional identity and economic development for the southern Coromandel’s coastal communities.
A Great idea, would lift the profile of the area.