In a move it hopes will significantly boost a tourism industry still in its infancy, Solomon Islands has revealed a new brand under the tagline ‘Solomon Is.’.
With the new look identity replacing the ‘So Solomons – So Different’ branding, the Solomon Islands Visitors Bureau (SIVB) has also been renamed ‘Tourism Solomons’.
Unveiled by Prime Minister Rick Hou at Honiara’s Solomon Kitano Mendana Hotel, the new branding sees the introduction of a new logo too, with the iconic Solomon Islands’ dugout canoe replacing the nation’s longtime island, sun and sea imagery.
At the launch, Tourism Solomons CEO Josefa ‘Jo’ Tuamoto said the campaign represented a “seismic shift” in the country’s destination marketing, giving it a versatile edge.
“We are confident the new branding truly characterises the destination’s identity, message, image and positioning and will provide the platform for the Solomon Islands to optimally market itself in the international arena for the next decade or more,” Mr Tuamoto said.
“The beauty of this new brand is it allows us to attach the ‘Solomons Is.’ tag line to just about anything – be that an emotion, an action, a noun or adjective – and we can also readily combine it to target specific demographics such as couples, honeymooners, families, etc.”
Tuamoto also hailed the branding’s uniqueness, a quality key to success in the ever-competitive South Pacific tourism market, of which the Solomons is currently a minor player.
“Our new branding is unique. It allows every visitor to target or tag their own travel experience, exactly as they want it to be, in the process making it uniquely theirs and uniquely Solomon Islands,” he said.
“This branding is also about touching – touching the past through a multitude of traditional lifestyles and cultural icons that have yielded little to urbanisation and commercialised mass-tourism. It is logical, nationalistic, unique, easy-to-follow and cost effective.
“More to the point It checks every mark at this stage of the Solomon Islands tourism evolution and this branding is intended to evolve as the industry evolves.”
Images Fatboys Resort (Courtesy Mark Harada)