Cook Islands unveils new brand campaign

Cook Islands Tourism Corporation UK is launching a new branding campaign for the South Pacific nation that is due to break later this year.

The work is being rolled out across the UK with a new strapline, “Cook Islands, live differently”. The line replaces “Your recipe for true paradise”, a tagline that both tourist board and islanders considered to be dated.

The branding will promote the Cook Islands, which wants to develop tourism, as “the ideal holiday destination”. It is to be repeated overseas in the near future. The new brand identity was created by New Zealand-based marketing agency Chisel.

Angie Meddins, senior sales and marketing account manager for Cook Islands Tourism Corporation UK, says: “The rebranding has focused on the essence, proposition and personality that the Cook Islands has to offer. Throughout the rebranding process the local community has formed an active part in decisions made about the messages portrayed by the Cook Islands.

“The promotion of the new brand will focus on reinforcing the Cook Islands’ position as the authentic and culturally refined South Pacific experience,” she says.

She adds that new travel and consumer websites are being rolled out. The launch of the new brand in the UK and Europe is scheduled for the autumn.

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