Tourism Solomons has unveiled an innovative campaign inviting Australian and New Zealand travel agents to help craft a tagline for the destination’s next round of consumer and travel industry advertising.
Launched under a ‘Let Your Imagination Set Sail — and Win!’ banner on Tuesday, 14 October, the campaign opens the door for travel professionals in both countries to unleash their creativity and share what they believe captures the true spirit of Solomon Islands — think sun-drenched beaches, vibrant culture, world-class diving, uncrowded surfing, incredible fishing, trekking and untouched adventure.
The winning entry will see the chosen tagline take pride of place in the national tourist office’s next real-world destination marketing, in the process delivering the ultimate bragging rights to the creative travel professional behind it.
To celebrate their contribution, the winner will also receive a special prize pack as a heartfelt ‘Tagio Tumas’ for their effort.
Tourism Solomons Australia Trade Manager, Richard Skewes, who came up with the idea, said the concept was more than just a competition and reinforces the critical role agents play in driving destination awareness and conversion.
“This is all about inviting the people who sell our destination every day to shape its story with us” he said.
“Travel agents know exactly what inspires travellers to look beyond the usual, and no one is better placed to help us find a line that truly captures the magic of the Solomon Islands.”
“What makes this different is that we are asking them to speak for the destination.
“To the best of our knowledge, this is one of the first times a tourism office has actively opened the door to the travel trade to create a tagline.
“And while this is a one-off, who knows, if we really like what we see we might just keep using it for a while.
“We’re excited to see the ideas flow.”
Entries for the competition open on Tuesday 14 October and will close on 21 October when judging for the best tagline will begin.
Photo caption: The Australian and New Zealand versions of the Tourism Solomons Tagline Competition as they appear in relevant travel industry publications in both countries.