Ray Martin – who had previously travelled there on assignment for 60 Minutes – returned to the island earlier this year with an open brief to capture the island’s quirkiness and charm.It is the first time the TV host has had an ambassadorial role throughout his distinguished career. He was engaged by Norfolk Island Tourism after a chance meeting in Sydney, where his passion for the tiny island was immediately evident.
Norfolk Island Tourism Deputy General Manager Trina Shepherd said “Ray Martin’s appeal is all encompassing which made him the logical choice as the face of the campaign. Everyone loves Ray, when Ray says something is great, everyone believes it’s great,” Ms Shepherd said.
Martin said he was delighted to be a part of the campaign; urging people of all ages to visit. “I will certainly be returning very soon for a holiday, it’s both magical and magnetic!,” Martin said.
In addition to Martin’s feature on the island, the campaign includes a 4-part content series called My Island Home that profiles four residents who play a tourism role on Norfolk Island. The profiles include local photographer Zach Sanders who has the Instagram account @stuckonarock, local charter fisherman Dave Bigg, cattle farmer Robyn Menghetti and publican Matt Zarb, who used to headline for Willie Nelson and Keith Urban prior to moving back to Australia.
The new destination campaign was launched to local Norfolk Island Tourism operators last week and launches today in Australia with an outdoor bus campaign in Sydney. Next week, the island will play host to Channel 7’s Sunrise program with weather presenter James Tobin hosting live from various locations around the Island. Norfolk Island Tourism will also launch a major social media campaign and competition to reach a broader market who may have never considered Norfolk Island as a holiday option.