Cook Islands Tourism will officially launch its new destination brand this month under the tagline ‘Love a little paradise’.
To celebrate the launch, Air New Zealand are offering $200 off return flights for your clients to the Cook Islands. Sale runs from 8 – 26 January 2016, more details are below.
The new brand strategy seeks to differentiate the idyllic South Pacific nation from its key competitors and raise awareness for the visitor segment identified as Soft Explorers.
Soft Explorers are those after a paradise that offers a variety of experiences and light adventures beyond the confines of a resort and seek authentic interactions with the locals. Cook Islands Tourism Corporation General Manager Kerryn Cook said targeting this market segment is important for the Cook Islands to grow the value of tourism as opposed to volume.
“Unlike other islands, we can’t keep adding new resorts indefinitely. Sustainable growth for us has to come by attracting tourists who spend more on-island without alienating our traditional market base”, said Cook.
A new creative identity will cut through the plethora of beach and island advertising with an eye catching new logo incorporating uniquely Cook Islands emblems and the use of bright pink, turquoise and navy. The logo has been designed to immediately communicate the name Cook Islands to counter the issue of low awareness for the destination.
“After we’ve got their attention, our communications will focus on giving these potential visitors the reasons to commit the perceived extra time and money it takes to visit the Cook Islands.”
The tagline was inspired by the beauty of the landscape and the innocent, earthy and playful character of the people of the Cook Islands.
The word ‘little’ speaks to the truth of the Cook Islands and the driver of most of the islands’ unique visitor benefits. It refers to the reasonable size and accessibility that offers incredible experiences by only touring its main island, Rarotonga. Visitors can expect to arrive at crystal blue waters only 20 minutes after arriving and stay at accommodation never higher than the palm trees. Along with the expected qualities paradise brings, visitors to the Cook Islands are also invited to experience the feeling of freedom and hospitality of its people, culture and local traditions.
“The Cook Islands wants to own the positioning of the ‘little paradise’ to really stand out from our bigger, deeper-pocketed competitors and gain market share,” said Cook.
“The Cook Islands’ point of difference is we truly deliver on our visitor promise by offering the people, product and place where the rest of the world can experience a moment of freedom.”
Air New Zealand’s $200 off sale applies to all return economy, premium economy and business class fares from Australia to the Cook Islands. For travel outbound 13 February – 7 April 2016 and 26 April – 28 June 2016. For travel inbound 14 February – 14 April 2016 and 1 May – 30 June 2016.
For more information visit the Cook Islands trade website www.sale.cookislands.travel/trade
For more information on flights to Rarotonga please visit www.airnzagent.com.au