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Cook Islands: Where in the World?

When Myriad began representing the Cook Islands, many North American consumers had limited knowledge of the Cook Islands location and experience. Myriad created the Where in the World are the Cook Islands campaign.

The Brief

  • Raise awareness of the destination and the experience
  • Engage consumers in a compelling way that would allow them to learn more about the destination
  • Stimulate excitement and interest in travel to the Cook Islands
  • Cultivate a database of qualified travelers

Tactics

  • Myriad’s “Where in the World are the Cook Islands” campaign guided consumers to FindTheCookIslands.com to learn about the destination through an online game, enter the sweepstakes to win a trip, view wholesaler packages and opt in for further information
  • Wholesaler partners were invited to participate with offers included on the microsite. Leads were forwarded to the wholesalers for conversion
  • The campaign was promoted in media including TripAdvisor, iExplore, Where I’ve Been, Expedia, Yahoo!, Kayak, Amazon, AirNZ.com
  • The PR campaign resulted in extensive print media and social media coverage including In Know Traveler, The Chicago Tribune, Real Weddings, Huell Howser Productions, Hip Compass Escapes as well as Facebook and Twitter

Results

  • 20,515,696 impressions
  • 29,987 unique registrations
  • 100% clickthru to wholesaler packages from all entrants

 

Client