A major new marketing and branding initiative that will allow the Solomon Islands to “play with the big boys” was unveiled at a media lunch in Sydney yesterday (Tuesday).
A detailed presentation by Josefa ‘Jo’ Tuamoto, CEO of Tourism Solomons, outlined the new logo and promotional tagline of “Solomon Is.” to assembled media and members of the travel industry.
“I made this same presentation to the Prime Minister and our cabinet,” Mr Tuamoto said. “They are fully behind this new direction and I have already had great feedback from around the world.”
The new logo sees a traditional dugout canoe replacing the nation’s longtime island, sun and sea imagery. This represents the country moving forward together as one under the new brand.
The objective of the re-branding was to “characterise the destinations identity, message, image and positioning.” In addition, the tourism board wanted to “provide the necessary branding support for the Solomon Islands to optimally market itself in the International Arena for the next decade or more.”
The presentation also outlined the core values of the Solomon Islands, being extremely friendly, having tremendous natural beauty, multicultural, highly diverse activities, less commercial, eco epic and raw with traditional lifestyles.
Mr Tuamoto explained that the new Solomon Is.’ tagline gave the marketing team scope to promote a variety of different areas, such as ‘Solomon Is. Freedom’, ‘Solomon Is. Eco’ and ‘Solomon Is. Adventure’.
“We truly believe this new initiative will help the Solomon Islands compete and play with the big boys in terms of tourism promotion,” added Mr Tuamoto.
The event also provided an opportunity to meet Fiona Teama, the new Marketing Officer for Australia and New Zealand, who fills the role left vacant following the tragic death of the extremely popular Stella Lucas. Ms Lucas and her colleague Chris Nemaia were killed in an accident earlier this year.