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.