bcg2 and Mediacom launch new tourism campaign – ‘The Kingdom of Tonga – The True South Pacific’
Over 100 dignitaries attended Auckland’s Cloud event centre for the official launch of The Kingdom of Tonga’s new tourism campaign ‘Tonga – The True South Pacific’ via bcg2 and Mediacom.
The event included Tongan Royalty, Tongan & New Zealand government ministers and diplomats. The VIP guest list reflects this campaign’s significance for New Zealand and Australia’s regional aid efforts with their Pacific neighbours.
bcg2 & its sister media agency Mediacom won the Tongan tourism account after an international pitch that saw the final two agencies present in Nuku’alofa.
Says James Blackwood CEO & ECD of bcg2: “We’re loving this project, it’s not every day you get to rebrand a whole nation. What’s really great is that when we share the work with Tongans at events like this you sense their pride as the natural and cultural beauty of the country they love is presented back to them in all its richness as the true South Pacific.”‘
bcg2’s campaign includes redevelopment of Tonga’s brand image, communications and even includes key tourist infrastructure around the Kingdom of Tonga itself. For the consumer activity launching in September 2011, the internet was chosen as an ideal medium to achieve global reach. bcg2 and Mediacom teamed up with Yahoo in a rich media campaign leading to a completely redesigned Kingdom of Tonga website .
The campaign launch phase showcases the amazing things that will make Tonga a true South Pacific experience in key tourism markets like New Zealand, Australia, the US and the UK.
Ministry of Tourism/TVB CEO Sakopo Lolohea said the strong relationship they had formed with BCG2 had been a fundamental part of the success of the Campaign so far.
He commented: “At the outset we selected BCG2 based on their creativity, their comprehensive range of skills, their understanding of the destination and the values they have as an organisation. As the campaign rolls out and each component is delivered, it shows repeatedly that we made the right choice of agency. BCG2 are delivering a highly creative, high quality Campaign that is also giving good value. We’re very happy with the results and the feedback we are receiving shows Tonga is now getting noticed in the marketplace as never before.”