Cook Islands Tourism Corporation is an official organisation dedicated to promoting travel to the Cook Islands’ archipelago of 15 islands in the South Pacific.
The Cook Islands Tourism Corporation engaged The Lucid Agency to develop native creative content to support a new campaign educating travellers on the versatility of the destination as a place for families and couples alike. Lucid was also engaged to create refreshed copy for an airline magazine advertisement which would succinctly convey everything the two main islands offers with a revitalised tone of voice and sharp, attention-grabbing language.
Across the three native content themes, creative writing successfully acted as a vehicle for communicating well-researched facts and information in an engaging and compelling manner – along with a vibrant and exciting tone of voice that captures the traveller vibe.
The advertising copy focused on the two main islands of Rarotonga and Aitutaki and conveyed all the main highlights of a visit to each island. The use of a provocative and descriptive language with a positive and calm style effectively stokes the right emotions and helps prospective visitors transport their imagination to the islands.
With the objective of demonstrating the unique appeal of the Cook Islands as a place for fun, relaxation, and adventure, Lucid workshopped a series of key native blog content themes covering the different ways to experience the islands through accommodation, best times to visit throughout the year (depending on activities), and the diversity of its food scene. Once the content themes and framework had been determined, the next step involved a period of research before shaping the final story and angle for each piece.
To create the advertising content, Lucid identified some the best highlights that the Cook Islands can offer all kinds of visitors. To ensure universal appeal, highlights were targeted to couples, families, thrill-seekers, and people looking to for peace and tranquillity. Then, were we ready and raring to craft a compelling story about the Cook Islands that would be super easy to imagine.