New Marketing Direction in Australia
Cook Islands Tourism CEO John Dean announces that after intensive research of who was available to drive a new marketing direction in Australia the respected representative organization, The Unique Tourism Collection, had been appointed.
Mr Dean said The Unique Tourism Collection and, its Managing Director, Jonica Paramor, come to us with an awesome reputation in Tourism marketing in Australia, having been the organization credited with the restructure and relaunch of Tahiti within the Australian market place a number of years ago.
The number one priority in Australia is to build market share and Jonica, and her team, will address the issue of destination and consumer awareness of the Cook Islands right from day one of their initial (3) year appointment.
Mr Dean also added the issue of Sydney/Rarotonga/Sydney non-stop flights are a priority leading into 2009, however in the short to medium term we want to concentrate our collective marketing and destination awareness efforts in Australia on a much closer working association with our airline partners, Air New Zealand and Pacific Blue and to ensure the stopover in Auckland is only a minor inconvenience to visitors wanting to experience the Cook Islands.
The current Manager Australia, Mereana Taruia who has been in the role for 19 years said “this decision is good for the Cook Islands and I am happy and I have enjoyed being the face of the Cook Islands in Australia†Mereana will hand over to Unique Tourism over the next two weeks.
Mr Dean also added that Jonica and members of her marketing team who will be responsible for the Cook Islands and are already experienced and knowledgeable about the destination and its products, will visit the Cook Islands in the very near future to meet with the CI Tourism marketing team and the private sector tourism industry in Rarotonga and the outer islands.
Mr Dean said this is an exciting time for the Cook Islands in the Australian market. We urgently need to lift visitor numbers from annually 10,000 a year to minimum of 14,000 per year over the short term. This increase will prove that the market will support a direct Sydney/Rarotonga/Sydney non-stop flight so it can be an economically viable proposition and it will be then that airlines will show much more interest in a non-stop service. Establishing a new route is currently not on the agenda of any airline, whilst these high fuel cost and economic times continue.
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