Case Study

Media Relations & Public Relations
CASE STUDY, Integrated Media Relations & Travel trade


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


  • 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.