Niue Tourism gets makeover

An exciting new marketing campaign will relaunch the Niue Tourism brand this week in Auckland.

rsz_niueThe six-week campaign will kick off in Auckland on 15 February with invited guests from trade, industry and media. Another publicity event will be held in Niue on 17 February before the campaign goes public on February 20.

Niue Tourism has been working on strategy, creative and digital campaign with creative advertising agency RUN, based in Auckland, New Zealand.

Laura Cibilich, RUN Design Director said, “In the future, we plan to extend this into billboards, outdoor and activations, making it an even wider reaching campaign, constantly evolving.”

The campaign will initially then be rolled out across print media in the New Zealand Herald and digitally on Facebook and YouTube. This will extend into other content releases across a 2-year period with the potential to go further into the future.

“The people in all the brand films and photography were either travellers or locals to Niue, there were no actors in the making of this production, which makes it all the more real, engaging and authentic,” Ms Cibilich said.

“We wanted to tell the stories in an intelligent yet thoughtful and respectful manner while keeping it cohesive, and now seemed like the right time to do it.”

The relaunch of the Niue Tourism brand comes many years after a highly successful promotional campaign back in the early 1990s when it was promoted as the Pacific’s best kept secret and The Rock of Polynesia. Since then the brand has remained largely unchanged. The spruce up should result in bringing more visitors to the island’s shores with Tourism being its biggest earner.

“Tourism is Niue’s biggest industry and we want to maintain this while attracting the right kind of visitors to the island,” Ms Cibilich added.

“The focus is to bring out the stories and the realness that is so evident when travelling to Niue, to showcase Niue’s uniqueness and set it apart from other South Pacific destinations,” she said.

“We are hoping to curate and cultivate the conversations that are being had about Niue in an organic and real way. This campaign is not about creating buzz, it’s more of an education directed at the right people who fit the niche audience we are targeting.”

The campaign could also give Niue a much-needed injection as it has struggled to maintain a decreasing population particularly to New Zealand but steadying to around 1600.

However, the Pacific’s best kept secret has come out and the world has Niue Island on its GPS. In 2015, it drew third on the world’s fastest growing travel destination published in The telegraph.co.uk, reported in April last year with an increase of 62.9% visitors up 4000 to 11,000. But Niue has also experienced a building boom amongst Niuean overseas residents who have been gradually returning to build on the island.

For more information please contact Eleanor Ikinofo at Eleanor.i@pacifictradeinvest.co.nz

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