Tourism Solomons & Solomon Airlines Launch First-Ever Aussie TV Campaign

Tourism Solomons & Solomon Airlines Launch First-Ever Aussie TV Campaign

Tourism Solomons and Solomon Airlines have combined resources to launch a major two-tiered Australian TV and digital campaign designed to position the Solomon Islands as the newest ‘must visit’ destination on the local travel landscape.

Kicking off last night August with an eight-week TV push initially targeting more than three million viewers across a southeast Queensland and northern NSW footprint, the campaign has been designed to highlight the destination’s array of unique niche product with a heavy focus on diving, sports fishing, surfing and culture.

The TV component of the campaign – 130-plus 30- and 15-second commercials – will be carried across the Seven Network’s 7, 7mate, 7two and 7flix channels. You can view the 30-second ad below:

While the ads will feature idyllic scenes emphasising the destination’s niche attractions, 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 specialist Go Tours.

YouTube will be utilised to reach consumers in the ACT, Melbourne and Sydney with the same messaging.

The campaign was created by Sydney-based independent agency Illidge Creative.

Tourism Solomons CEO Josefa “Jo” Tuamoto said the campaign represented a major step for the Solomon Islands as a tourist destination.

“I am confident the campaign truly characterises the destination’s identity, image and positioning as a new and exciting adventure-oriented destination sitting on Australia’s doorstep,” he said.

“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.

“Add to this the benefits we will accrue, not only in building the Solomon Islands profile in the key Australian market, but also in potentially increasing our annual international visitation, which sits around 30,000 annually.

“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.”

It follows the ‘Solomons Is’ brand campaign launched by Tourism Solomons roughly a year ago which, according to Tuamoto, has been received “very well, particularly with our wholesalers, who are also sometimes our biggest critics”.

“They are very much behind us, and I think the success of ‘Solomons Is’ comes down to the simplicity of the message,” he told B&T’s sister publication, Travel Weekly.

In an attempt to attract more visitors, Tourism Solomons and Solomon Airlines also recently brought out Kiwi TV host (and first husband of New Zealand Prime Minister Jacinda Ardern) Clarke Gayford to film an episode of his show Fish of the Day.




Latest News

Wednesday TV Ratings: Backlash After MAFS Groom Offers To SELL His Wife
  • TV Ratings

Wednesday TV Ratings: Backlash After MAFS Groom Offers To SELL His Wife

  Rank Network Network Total TV National Reach Total TV National Average Audience BVOD National Average Audience 1 MARRIED AT FIRST SIGHT -WED Nine 2,590,000 1,529,000 333,000 2 SEVEN NEWS Seven 1,972,000 1,221,000 44,000 3 9NEWS Nine 1,795,000 1,020,000 63,000 4 A CURRENT AFFAIR Nine 1,586,000 1,007,000 74,000 5 THE 1% CLUB Seven 1,520,000 848,000 […]

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Nunn Media Wins Global Independent Agency Of The Year At Local Planet 2024 Global Conference
  • Marketing

Nunn Media Wins Global Independent Agency Of The Year At Local Planet 2024 Global Conference

Australia’s largest independent media agency, Nunn Media, has taken out two major awards at Local Planet’s 2024 Global Conference, including the evening’s top honour of Global Independent Agency of the Year. Rising above more than 75 independent media agencies from 125 markets around the world, Nunn Media was recognised as Global Independent Agency of the […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly
  • Media

“There Are So Many Things I Wish I Could Ask Him”: Robert Irwin Opens Up About Losing His Dad As He Fronts The March Edition Of The Australian Women’s Weekly

Are Media, Australia’s leading omnichannel content company for women, today published the March edition of The Australian Women’s Weekly – with Robert Irwin on the cover. The Wildlife Warrior and I’m A Celebrity… Get Me Out Of Here! host is only the third solo man in modern times to grace the magazine’s cover (the others […]

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary
  • Advertising

DDB Sydney Nabs Monkeys Creatives Emmalie Narathipakorn & Seamus McAlary

DDB executive creative director Matt Chandler has announced the appointment of creative team Emmalie Narathipakorn and Seamus McAlary from The Monkeys, building on the success of its existing creative team. Lead Image: L-R – Emmalie Narathipakorn and Seamus McAlary Narathipakorn, who was an art director at The Monkeys, joins DDB as senior art director, while […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]