Cook Islands

• Travel is a sector highly influenced by woman as they are usually the ones to research all the options and either purchase themselves or are involved in the purchasing decision.
• To target this sector Chalis developed a microsite where travellers could load photos or videos and a description of their trip to the Cook Islands.
• Those with the best stories and images were contacted and asked if they would be happy to be interviewed with the view to creating ads featuring their photos.
• The subsequent ads were crafted to feel like a personal scrapbook.
• The microsite attracted hundreds of uploads and the ad campaign resulted in an upswing in visitors to the Cook Islands over the 2 quarters that the campaign ran.
• This over a period that travel and tourism were in decline.

Why it worked

• Women liked the community feel of the microsite, the chance to share their experiences and hear the stories of others.
• They responded to the endorsement by peers who they trusted far more than a similar message directly from the brand.
• The ads were designed specifically to engage women, with detail, layering, 
• a story and emotive language.