Case Study - Cook Islands

Objective

The Cook Islands target audience is the adventurous yet discerning traveller. The goal was to increase awareness of the islands and its activities amongst this niche demographic. 

Strategy

McCluskey International engineered a brand partnership between the Cook Islands and the launch of Beach Tomato, the sister company to adventure brand Black Tomato. The new and editorially inspired online bookings website is aimed at stylish travellers who are driven by the latest trends and new travel experiences, highlighting the best of the beach culture, where to go to and what to wear in the destination. This included a Cook Islands microsite hosted on the Beach Tomato website, which highlighted extensive editorial content on the Cook Islands including:

• Introduction to the Cook Islands' beach culture
• Comprehensive Cook Islands Beach Guide
• Editorial overview of the different islands
• 'Best beach for…' series looking at best spots for various activities
• Photo Galleries

Results

By partnering the Cook Islands with Beach Tomato's digital UK launch campaign, the brand has been exposed to a targeted audience of over a million travellers. The launch took place in August 2011 and results are still ongoing.