A team of surf lifesavers and a fleet of rescue boats are today joining the search for Thomas Phillips and his three young children.
The family's abandoned ute was found in the surf at Kiritehere Beach in the King country on Sunday and police were alerted on Monday.
Since then search and rescue teams along with a helicopter, plane and drones have scoured the coastline and dense bush but found no trace of the man and his family.
Reporter Robin Martin is on the scene.
