In what is being described as “a major step for the Solomon Islands tourism industry”, a two-tiered Australian TV/digital campaign has launched to promote the destination as the newest must-visit destination.
The campaign, which went live yesterday, is the combined work of Tourism Solomons and Solomon Airlines
The eight-week TV ad, which you can watch below, is targeting more than 3 million viewers across a south-east Queensland and Northern NSW.
It has been designed to highlight the destination’s niche product with a heavy focus on diving, sports fishing, surfing and culture.
The TV component of the campaign (more than 130 30 and 15-second spots) will air on Seven Network’s 7, 7mate, 7two and 7flix channels.
While the ad promotes The Solomons overall, a clear end message points to a land/air combined seven-night holiday package on offer with a call to action price point directed towards Gold Coast-based Solomon Islands travel expert, Go Tours.
YouTube will be used to reach consumers in the ACT, Melbourne and Sydney with the same messaging.
Tourism Solomons CEO, Josefa ‘Jo’ Tuamoto said the campaign “truly characterises the destination’s identity, image and positioning as a new and exciting adventure-oriented destination sitting on Australia’s doorstep”.
“We feel this campaign has been purposely created to showcase those highly experiential niche travel opportunities which set us apart from our South Pacific neighbours and we are confident this campaign will hit the mark”.
Tourism Solomons CEO, Josefa ‘Jo’ Tuamoto
“The campaign, our biggest ever foray into the Australian marketplace and our biggest ever-spend, marks a milestone in our international marketing direction and we are delighted to have partnered with Solomon Airlines for this exercise.
”While compared to other destination’s campaign spends this might be considered a small step, I can assure you from the Solomon Islands perspective, it’s one giant leap.”