There will be plenty of new things to discover when Cook Islands Tourism hits the road this week for its annual Industry Blitz.
More than 500 agents have registered to attend to learn all the latest product news at events in Melbourne, Brisbane and Sydney.
The roadshow will coincide with a consumer sale taglined ‘You’ll love discovering new’, that will be promoted in digital and social media advertising, including an associated TripAdvisor campaign also clicking through to a full range of partner packages from $1,142 for flights and six nights’ accommodation on www.sale.cookislands.travel/packages.
“This year’s roadshow is designed to position the Cook Islands as a unique destination choice, quite distinct from our South Pacific competitors,” said General Manager Kerryn Cook.
Witty new videos
Roadshow guests will also be introduced to two 12 year old Cook Island boys, Teio and Maki, who are the face of funny new videos promoting the top 10 reasons to visit the Cook Islands from their playfully innocent persona.
The Katu kanga (playful boys) clips are also part of the island’s largest domestic marketing campaign in years, the Kia Orana Values project. “This is all about bringing the Cookies’ infectious humour and innate friendliness to the fore in destination marketing, as well as educating Cook Islanders about how much visitors value their inherent national characteristics,” said Kerryn Cook.
To view the videos visit the Kia Orana Values website www.kiaorana.cookislands.travel
Industry airfare now on sale – book by 15 September
A special Air New Zealand industry airfare has also been released for a limited time only. Book by 15 September 2015 for $516 return, including taxes (total price may vary due to exchange rate). Valid for travel 24 October–25 December 2015, 9 January–8 April 2016 and 23 April–1 July 2016. Book through usual interline agencies. A booking fee of approximately $75 is payable.
Check the Cook Islands trade site www.sale.cookislands.travel/trade for industry offers on tours and accommodation.
More on Kia Orana Values
The Kia Orana Values project seeks to align the tourism industry with three core values of the Cook Islands people based on their culture and traditions.
“This isn’t about asking Cook Islanders to be something new. It’s about connecting who we are with how we differentiate ourselves from a tourism perspective. Kia Orana is part of us, it’s who we are and this is part of reviving that spirit. This is more than just a campaign, it’s an ongoing values based platform for engaging and inspiring all Cook Islanders,” said Destination Development Manager Metua Vaiimene.
The project aims to promote sustainable tourism and public engagement with the islands’ vital tourism industry, to differentiate the Cook Islands from a tourism perspective and provide consistent, authentic and positive experiences for visitors.
Chief Executive Officer Halatoa Fua added, “We’re strengthening our Kia Orana spirit not only for its cultural significance, but also because of how it helps our tourism offering. The greeting Kia Orana is the warm welcome of paradise, but it means much more than hello. It’s a spirit and behaviour.”
Locals are being encouraged to greet everyone with the first value Kia Orana, which means ‘may we live long and fulfilling lives’ and wear their Kia Orana smile every day. Secondly, they are urged to mean more when they say thank you to visitors, by using the local word for thank you Meitaki, which also communicates ‘here, everything is good and well’. The third value is Tiaki Mana, which in Maori means ‘guardians of our land’ and encourages locals to share with visitors their passion for protecting their blessed environment.