Brief

Heighten the exposure of The Cook Islands implementing media outreach to position the Cook Islands as a reputable South Pacific Island destination. Align with airline partner Air New Zealand offering a one day per week direct service, and tour operator Spacific for sales conversion.

Marketing Activity

Pitch to Nine Network Today Show weather producer to consider The Cook Islands for a live broadcast.
Develop a business case for production budget and coordinate contributions from partners
Negotiate airline endorsement and exposure for Air New Zealand in return for flight support
Coordinate story ideas for producer to review and approve
Itinerary coordination including for 3 day live shoot including flights, accom, activities, meals
Tour operator Spacific package developed exclusively for the shoot
Negotiate digital and social exposure to compliment live broadcast

Outcome

Today Show reported top rating days when Cook Islands footage aired
Social media posts averaged over 3000 views per video of each live cross
Air New Zealand and Spacific Travel reported an increase of enquiries and bookings as a result of the exposure.
Host Natalia Cooper, retweeted all Today Show coverage on her own personal account providing additional endorsement and exposure.