New Chum protesters sit down to be counted

People adorn Matarangi Beach on the Coromandel Peninsula to protest against proposed development at New Chum Beach. Photo / Paul Estcourt

Thousands of Coromandel residents and holidaymakers flocked to Matarangi yesterday to be part of a "living beach art" appeal to Prime Minister John Key to save a pristine, world renowned beach from development.

The event drew up to 2000 people to form letters 20m high and 12m wide spelling out "John Key Save Me! New Chum".

Helicopters flew above the display to give aerial views for photographers.

The publicity stunt - in aid of New Chum Beach, near Whangapoua - was staged by New Zealand-born Phil Keoghan, host of American television show The Amazing Race.

Keoghan and his wife, Louise, have a bach in the area and he said it was his 21st summer holidaying on the Coromandel Peninsula.

Keoghan, who was helped by his father John and neighbour Lindsay Arthur, said the event was "an opportunity to express an opinion that I believe that this is one of the best beaches in the world and obviously, from today's mind-blowing turnout, I'm not the only one who feels that".

"I believe New Chum is more valuable to us as a country as a world-renowned iconic beach that is undeveloped, rather than one with a number of properties on it."

Celebrities taking part included Waikato's All Blacks Richard Kahui and Stephen Donald and Outrageous Fortune actress Robyn Malcolm.

Opposition Leader Phil Goff also took his seat on the sand with Thames Coromandel Mayor Glen Leach.

The event was not held at New Chum because it is difficult for large numbers to reach.

"It was like everyone was being united," said Linda Cholmondeley Smith, of Preserve New Chum for Everyone.

"All we need now is for the Government to purchase it."

The owners have offered to sell it to the Crown and then give back half the proceeds if the Government matches that.

The money would go into the New Zealand Coastal Trust, which would enter into a conditional agreement to buy the property and bring it into public ownership. An independent valuation is being done to find out the cost for the Government to consider.

The Save Our Beach cause has its own Facebook page and thousands of names were yesterday added to an online petition.

Visit www.preservenewchum.org.nz for more information.