New Zealand agency designs Tonga’s first TV campaign

New Zealand independent agency bcg2 has created a campaign to promote tourism to Tonga from Australia and New Zealand.

James Blackwood of bcg2

The campaign, designed in conjunction with the Kingdom of Tonga's Ministry of Commerce, Tourism and Labour, represents the first time Tonga has advertised on television. It will be supported by outdoor creative in New Zealand, and will run on Tonga’s dedicated Youtube page.

"I've fallen in love with Tonga. Culturally it truly is unique and there's a warmth of welcome and sense of discovery in some of Tonga's unspoilt outer islands that a lot of holiday destinations claim, but very few can deliver on,” said James Blackwood, bcg2's CEO and executive creative director.

“It's also exciting to be working with the Tongan government in implementing a sustainable tourism infrastructure for the long term"

Tonga's minister for commerce, tourism and labour, Hon Dr Viliami Latu said tourism is the Tongan government's top priority for economic development, and the potential in the Kingdom’s 176 islands was vast.

“But market research has shown awareness of Tonga as a holiday destination is relatively low. So investing in this profile-building campaign is an essential part of Tongan government plans to boost tourism growth," he added.

"We have focused on improving the quality of the visitor experience, and now have an accommodation grading scheme, Tonga Mark, to give assurance to visitors and to travel agents who sell Tonga holidays. This year we will extend the grading scheme into transport, taxis and attractions."

Deborah Cashmore, group account director at bcg2 added: "Access to Tonga is easy and inexpensive. With a flight time of only 2 hours 45 minutes Tonga is the closest Pacific destination to New Zealand, and is only a 4 hour direct flight from Australia. Tonga is less developed when compared to some other South Pacific countries and offers visitors a truly authentic South Pacific experience."

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