The helicopter flown by Auckland liquor king Michael Erceg may never be found, rescue officials have said.
A private family-funded search was continuing today for Mr Erceg and his Dutch passenger, beer company executive Guus Klatte, after an official search for the pair was called off.
Mr Erceg's nearly new Eurocopter disappeared on a flight from Auckland to Queenstown a week ago.
The Rescue Coordination Centre in Wellington said today the official aerial search using up to 20 helicopters covered more than 50,000 square kilometres, much of it over dense bush.
Spokesman Lindsay Sturt said searchers had no real indication of where to look and the helicopter could have gone down anywhere between Raglan where it was last seen about half an hour after taking off, and Wanganui.
Had it gone down in the rugged bush area which was being searched, it may never be found.
He said the bush could have closed over the wreckage and it would be virtually impossible to see from the air, even from a searching helicopter flying at low level.
Mr Sturt said many helicopters and aircraft had crashed in heavy bush in New Zealand and had never been found, particularly in Fiordland in Southland. Some had been discovered years later by hunters or trampers but from the air they would be virtually impossible to spot.
However, he said the search centre would support the family's private search.
"It is a huge area. There is a possibility we could have gone over it. A helicopter falling into a canopy of bush just disappears. It is extremely difficult to see," Mr Sturt said.
An urgent call has been issued for helicopter pilots flying in Taranaki last Friday to call the private searchers.
Controller Alan Beck said they needed to know who may have been flying in the area when Mr Erceg's helicopter disappeared so those sightings could be eliminated from the search.
Mr Beck said they were now concentrating on a search area east of Hawera. "We have had more sightings and people have heard the helicopter."
He said he needed urgently to hear from anyone who may have seen the helicopter after 11am last Friday or any helicopters who may have been flying in the area last Friday.
"It would really help us eliminate or confirm what we are thinking," Mr Beck said. The number to call was 0800 336 644.
One of the privately-funded helicopters is to carry specialist electronic equipment from overseas. It is thought to have been brought in to trace a signal from a cellphone battery and is one of only two units in the world.
- NZPA
Missing helicopter may never be found
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