Kingdom of Tonga launches new ‘Truth South Pacific’ tourism marketing campaign via bcg2
bcg2 and the Kingdom of Tonga’s Ministry of Commerce, Tourism and Labour has launched a new trans-Tasman tourism marketing campaign on 12th May. This new campaign builds on the 2012 launch of Tonga as ‘the True South Pacific’, and shows the unique natural beauty, culture and holiday experiences available across the 176 islands within the Kingdom of Tonga.
The 2013 campaign is the first time Tonga has advertised on television, and features outdoor creative in NZ and globally on the Tonga YouTube page. Running in May and June, the campaign will raise awareness of Tonga to get the destination onto shortlists as Kiwis and Aussies make decisions about their winter holidays.
Tonga’s minister for commerce, tourism and labour, Hon Dr Viliami Latu said it was an exciting time for Tonga’s tourism sector, and this new campaign demonstrates our commitment to boosting tourism development.
Says Latu: “Tourism is our government’s top priority for economic development and the potential here is vast. But market research has shown awareness of Tonga as a holiday destination is relatively low. So investing in this profile-building campaign is an essential part of Tongan government plans to boost tourism growth.”
Since winning the pitch two years ago bcg2 has worked with the Tongan government on brand identity and tourism development in the Kingdom with the support of the New Zealand Aid Programme. This campaign was a further step-up in activity.
Says James Blackwood, bcg2’s CEO and ECD: “I’ve fallen in love with Tonga. Culturally it truly is unique and there’s a warmth of welcome and sense of discovery in some of Tonga’s unspoilt outer islands that a lot of holiday destinations claim, but very few can deliver on. It’s also exciting to be working with the Tongan government in implementing a sustainable tourism infrastructure for the long term”
Says Latu: “We have focused on improving the quality of the visitor experience, and now have an accommodation grading scheme, Tonga Mark, to give assurance to visitors and to travel agents who sell Tonga holidays. This year we will extend the grading scheme into transport, taxis and attractions.”
Says Deborah Cashmore, group account director bcg2: “Access to Tonga is easy and inexpensive. With a flight time of only 2 hours 45 minutes Tonga is the closest Pacific destination to New Zealand, and is only a 4 hour direct flight from Australia. Tonga is less developed when compared to some other South Pacific countries and offers visitors a truly authentic South Pacific experience.”
The new TV was shot in Tonga early January 2013 by Play Studios, director – Marcus Ringrose and produced by Peter Clews’ with Duncan Cole and bcg2 ‘s Blackwood behind the camera.
2 Comments
There is no difference to anywhere else in the South Pacific.
Thanks for that.
You shouldn’t PR work that is this average. It’s True!!