Increasing Cook Islands Visits and Overnight Stays
CLIENT OBJECTIVE
Increase consideration of the Cook Islands as a preferred travel destination and raise awareness and conversions for the free stopover opportunity from New Zealand to Cook Islands, exclusively through the award-winning airline, Air New Zealand.
SITUATION
Awareness levels of the Cook Islands were very low, compared to other South Pacific islands. The client (Cook Islands Tourism North America) was tasked to increase tourism to the islands, as well as the total volume of passengers on Air New Zealand flights to the destination.
SOLUTION
Leveraged the Air New Zealand brand for its trusted brand and reputation among travelers, and it’s free Cook Islands stopover program to raise awareness of the little paradise. Developed a comprehensive digital plan to drive overall conversions (ANZ flight bookings to the Cook Islands)
— Ad Networks: Utilized digital networks for their scale and efficiencies when reaching users throughout their purchase journey. Optimized performance to maximize ROAS, and ran a mix of cross-device display and pre-roll video units to reach users on various devices throughout their day.
— SEM: Leveraged SEM search strategies to reach qualified users through relevant content and keywords
RESULTS
The Cook Islands Tourism and Air New Zealand co-op campaign successfully increased passengers by 41% YOY, while revenue increased by 202% YOY.