The Samoa Tourism Authority in Australia engages in activities designed to market Samoa as a holiday destination of choice for Australians with a focus on promoting local operators and advocating for sustainable travel in the Pacific Islands region.
The Samoa Tourism Authority engaged The Lucid Agency to create content for a brand new website designed to support Samoa's Beautiful Anticipation campaign. The objective of Beautiful Anticipation is to inform and generate interest among traveller, trade, and industry target audiences in the lead up to the re-opening of international borders and the re-start of Samoa's tourism industry.
Using our experience, knowledge, insights, and research capabilities in the travel space, Lucid engaged in a review of each target audience sector to identify key topics of interest that would equip agents to successfully sell Samoa again after the pandemic and help Samoa's local tourism operators prepare to restart in a post-pandemic environment. At the same time, Lucid identified relevant themes and narratives to inspire and give confidence to future visitors to Samoa. All our concepts were created in line with key messaging around COVID-19 safety protocols provided by the Samoa Tourism Authority.
Lucid presented a detailed content plan in conjunction with consultation around website layout and navigation. Carefully observing Samoa's brand guidelines, Lucid developed homepage content introducing the campaign as well as Samoa's credentials as a Safe Travels destination. To support the objectives of the campaign, Lucid created nine in-depth articles under three separate site sections - Traveller, Trade, and Industry - which will be promoted across Samoa's digital channels as the campaign is executed. To accompany the campaign, Lucid also creates social posts and EDMs.