Tourism Solomons Launches Exclusive Campaign for Australia and NZ Travel Agents to Design Iconic Tagline
HONIARA, Solomon Islands – Tourism Solomons, the national tourism office for the Solomon Islands, has launched an innovative campaign inviting Australian and New Zealand travel agents to contribute to the development of a new tagline for the destination.
The initiative, designed to engage the travel trade in a creative process, promises to bring the true essence of the Solomon Islands to the forefront of upcoming destination marketing campaigns.
The campaign, titled Let Your Imagination Set Sail — and Win! is an open call for travel professionals from both countries to share their ideas on what best encapsulates the spirit of the Solomon Islands.
From sun-drenched beaches and vibrant cultural experiences to world-class diving and uncrowded surfing, the destination offers a unique blend of untouched adventure, trekking, incredible fishing, and pristine landscapes.
The winning entry will feature prominently in the next phase of Tourism Solomons real-world marketing, giving the creative mind behind it the ultimate bragging rights.
Richard Skewes, the Australia Trade Manager for Tourism Solomons, is the mastermind behind the idea, which he sees as more than just a competition. He views the campaign as a way to acknowledge and celebrate the critical role travel agents play in shaping destination awareness and driving conversion.
In his view, the initiative offers a rare opportunity to collaborate directly with those who are most knowledgeable about the travel industry.
Travel agents, after all, are on the front lines, interacting daily with customers and understanding what sparks their interest in exploring off-the-beaten-path destinations like the Solomon Islands.
They have a unique insight into what draws travelers to consider destinations beyond the usual well-trodden tourist spots.
By opening the door to them, Tourism Solomons aims to tap into this expertise and invite these professionals to play a role in shaping the brand’s story.
What sets this campaign apart from other marketing initiatives is the fact that it allows travel agents themselves to take the lead in crafting the tagline.
Historically, tourism offices typically work with advertising agencies or marketing firms to develop their messaging. However, this campaign marks one of the first instances where a tourism office has actively invited the travel trade to be involved in such a creative process.
According to Skewes, this open approach to tagline development is a unique opportunity for the travel trade to not only contribute to the message but also influence how the destination is presented to potential travelers.
Skewes also hints at the possibility that, if the winning tagline resonates strongly with the Tourism Solomon team, it could become a permanent part of their marketing materials for the long term.
He expresses excitement about seeing the wide range of ideas that will come from the diverse group of travel professionals participating in the contest. The collaborative nature of this initiative speaks volumes about Tourism Solomon’s commitment to engaging with the travel trade and valuing their contributions.
As part of the campaign’s incentive, the creator of the winning tagline will see their words take centre stage in the national marketing materials for the Solomon Islands. In addition to this incredible recognition, the winner will receive a special prize pack as a token of appreciation for their contribution.
The prize, known as the Tagio Tumas pack, is a heartfelt gesture from Tourism Solomon to acknowledge the creativity and effort put forth by the winning agent.
Beyond the prize pack, the true reward for the winning travel professional will be the satisfaction of knowing their contribution helped shape the narrative of an entire nation’s tourism brand.
The bragging rights that come with seeing their tagline featured in official marketing will be a source of pride for the winner, as it signifies their direct influence on the tourism industry of the Solomon Islands.
Source: Tourism Solomons Communication
