The Prologue

We were awarded the Cook Islands business in a New Zealand based pitch in 2005. The job was to re-brand the Cook Islands and then roll out a global launch. Key to the project was how to reposition and drive growth while maintaining the culture and protecting the environment.

Creating the Story

The team gathered information on international tourism trends and assessed the needs and wants of target markets in two key segments: New Zealand/Australia and north of the equator. We looked at what the destination could offer the traveller, defined the essence, personality, attributes and determined a 10 year roadmap for the brand.

It was quickly realised that this would be a project like no other. One of the key success factors was getting full buy-in, not only from Cook Islands Tourism, but the government, tribal leaders, church leaders as well as those who worked within the tourism industry. Open community forums were held in the Cook Islands, allowing everyone the chance to express their opinions - a time consuming exercise but resulting in open dialogue with the branding team and full support from within the community.

Telling the Story

We came up with the strapline 'Live Differently' which recognised the unique culture and way of life that exists in the Cook Islands. A new logo was developed for Cook Islands along with a series of secondary brands with logos designed to bring to life the unique experiences the Cook Islands offer. Communications were developed at both a brand and tactical level and encompassed a new website, billboards, cinelites and online. A trade site was developed which covered guidelines on the use of the logos and an overview of the brand. We managed the launch event in New Zealand which was held at the Britomart Pavilion with a 300 plus guest list. The Client then took the brand on a road show through Australia, USA, and the UK with huge success.

The Moral of the Story

The results speak for themselves. Not only do we have travellers who feel truly engaged with the Cooks as a destination, post campaign statistics worldwide showed a 38% increase in travellers going to the Cook Islands, with one New Zealand travel agent reporting a 47% increase in travellers requesting to go to the Cook Islands.