Cook Islands Tourism has appointed destination specialists McCluskey International to help increase the destination’s overall appeal and ultimately increase the intention to visit with UK travellers, making it the number one destination choice in the South Pacific.

The win comes as part of a four way pitch and sees McCluskey International take over from incumbent agency, Hills Balfour with immediate effect.

Carmel Beattie, CEO for Cook Islands Tourism Corporation (CITC) commented: “Tourism in the Cook Islands accounts for over 75% of GDP and is therefore the chief economic driver for the country.  The destination marketing of the Cook Islands is managed by the Statutory Authority of the Cook Islands Tourism Corporation but the PR is outsourced in our key markets, such as the UK. Therefore, we were looking for a creative agency, with a strong presence in the travel trade and on the back of their pitch, both attributes we believe McCluskey International to have in abundance.”

To achieve their objectives, McCluskey International will adopt a strategy of consumer direct engagement through the development of   high profile partner based tactical campaigns,  trade engagement and education and public relations activity to stimulate consumer demand for holidays in the Cook Islands.

McCluskey International’s Agency Principal, Judy McCluskey, also commented on her agency’s win: “The announcement that McCluskey International has been successful in being awarded the UK Trade, Marketing and Public Relations contract for the Cook Islands, is a significant step in the direction the agency is heading, in terms of a diverse mix of significant global clients.

“We have long aspired to be partners with this most prestigious destination and we intend to work very closely with the Sales and Marketing team at Cook Islands Tourism to create an appetite for travel amongst the British long-haul visitor, which will in turn drive much needed visitor traffic to these beautiful islands.”