The Client
Established in 1983 as the Tourism Council of the South Pacific, the Pacific Tourism Organisation (SPTO) is the mandated regional agency for the sustainable development and marketing of Pacific tourism. With 20 national tourism organisation (NTO) members and over 100 private members, SPTO works to market the Pacific, collect data for informed decision-making, enhance the ‘Pacific’ brand and support the capacity of government and the private sector for sustainable tourism.
Services
Content strategy development
Travel marketing research
Digital marketing training
The Opportunity
In today’s technology-based world, digital marketing is essential for increasing tourism awareness. With 37% of social media usage dedicated to travel inspiration and 90% of travelers doing research online, increasing the digital presence of SPTO and its member countries is imperative.
Developing a content strategy was part of the Digital Transformation Project funded by the New Zealand Ministry of Foreign Affairs and Trade (NZMFAT). The project aims to accelerate the recovery of the tourism sector in the Pacific and build a more resilient and sustainable sector leveraging digital capabilities.
The Solution
As an independent contractor for Trove Tourism Development Advisors, Olivia led the project, working with Trove, SPTO and NTO teams to conduct audience and market research that influenced the development of the digital content strategies and trainings.
The Results
Olivia, working alongside the Trove team, developed the Pacific Islands Content Strategy, templates and trainings to help support SPTO and NTOs across the Pacific Islands, including Fiji, Tahiti, and the Cook Islands. The SPTO training shared social media, blogging and email marketing best practices. The NTO trainings highlighted a new Pacific Islands messaging framework, audience personas and digital content tactics.
Testimonials
A full list of testimonials about the content strategies and trainings can be found here, including:
“There is so much very helpful information here. There are some figures here that are so integral that are very enlightening. Terrific insights and information – here’s to a great 2023 of new Social Content! Thank You all.” – Niue Tourism Office
