Cook Islands is set on taking its tourists arrivals to new levels this year, with the launch of a new destination brand highlighting its paradise-like experiences and adventures.
The new brand was launched this month to coincide with Air New Zealand’s $200 return flights offer (running from 8-26 January) and pushes the tagline ‘Love a little paradise’.
According to Cook Islands Tourism, the strategy seeks to differentiate the idyllic South Pacific nation from its key competitors and raise awareness for the visitor segment identified as Soft Explorers.
“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.”
Kerryn Cook, Cook Islands Tourism General Manager
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.
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.
“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.”
Kerryn Cook, Cook Islands Tourism General Manager
“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.”
Meanwhile, Air New Zealand’s $200 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.