Cook Islands bounces back through strategic digital advertising

The Cook Islands Tourism Corporation (www.cookislands.travel) provides information on travel to the Cook Islands including places to stay, things to do, flights and travel information.

Once borders were reopened to specific countries, Cook Islands Tourism engaged Bench to develop digital strategies to increase awareness that the Cook Islands were open to tourists, drive engagement, site traffic and increase bookings, while also building a database of people interested in traveling to the Cook Islands for future communications (1st party data).

Strategy

Bench developed a digital campaign targeting audiences using  interest segments (luxury, family or  tropical travel), lookalikes and retargeting  to  drive  interest  in travel to the Cook Islands.

• Awareness & engagement campaign using multichannel advertising across social, display and video.
• Subscription campaign to build first party data and collect emails of interested travelers for future communication, lookalike targeting retargeting.
• Booking campaigns to book flights direct with carriers including Jetstar and Air New Zealand.
  

Our partnership with Bench has been extremely successful – they were able to turn campaigns on extremely quickly and achieve huge engagement across all digital advertising. Targeting audiences across different channels has helped us accomplish huge social engagement , while adding 11,000 subscribers to our database, which we are thrilled with.

~ Crystal Kranz, Marketing Manager, Cook Islands Tourism Corp.