Tourism Solomons and Solomon Airlines launch first-ever Aussie TV campaign

Tourism Solomons and Solomon Airlines launch first-ever Aussie TV campaign

Tourism Solomons and Solomon Airlines have combined resources to launch a major two-tiered Australian TV and digital campaign designed to position the Solomon Islands as the newest ‘must visit’ destination on the local travel landscape.

Kicking off last night August with an eight-week TV push initially targeting more than three million viewers across a southeast Queensland and northern NSW footprint, the campaign has been designed to highlight the destination’s array of unique niche product with a heavy focus on diving, sports fishing, surfing and culture.

The TV component of the campaign – 130-plus 30- and 15-second commercials – will be carried across the Seven Network’s 7, 7mate, 7two and 7flix channels. You can view the 30-second ad below:


While the ads will feature idyllic scenes emphasising the destination’s niche attractions, a clear-end message points to a land/air combined seven-night holiday package on offer with a call-to-action price point directed towards Gold Coast-based Solomon Islands travel specialist Go Tours.

YouTube will be utilised to reach consumers in the ACT, Melbourne and Sydney with the same messaging.

The campaign was created by Sydney-based independent agency Illidge Creative.

Tourism Solomons CEO Josefa “Jo” Tuamoto said the campaign represented a major step for the Solomon Islands as a tourist destination.

“I am confident the campaign truly characterises the destination’s identity, image and positioning as a new and exciting adventure-oriented destination sitting on Australia’s doorstep,” he said.

“We feel this campaign has been purposely created to showcase those highly experiential, niche travel opportunities which set us apart from our South Pacific neighbours, and we are confident this campaign will hit the mark.

“Add to this the benefits we will accrue, not only in building the Solomon Islands profile in the key Australian market, but also in potentially increasing our annual international visitation, which sits around 30,000 annually.

“The campaign, our biggest ever foray into the Australian marketplace and our biggest ever-spend, marks a milestone in our international marketing direction, and we are delighted to have partnered with Solomon Airlines for this exercise.

“While compared to other destination’s campaign spends this might be considered a small step, I can assure you from the Solomon Islands perspective, it’s one giant leap.”

It follows the ‘Solomons Is’ brand campaign launched by Tourism Solomons roughly a year ago which, according to Tuamoto, has been received “very well, particularly with our wholesalers, who are also sometimes our biggest critics”.

“They are very much behind us, and I think the success of ‘Solomons Is’ comes down to the simplicity of the message,” he told Travel Weekly.

In an attempt to attract more visitors, Tourism Solomons and Solomon Airlines also recently brought out Kiwi TV host (and first husband of New Zealand Prime Minister Jacinda Ardern) Clarke Gayford to film an episode of his show Fish of the Day.

Latest News

  • Food & Beverage
  • Hotels

Park Proxi Gibraltar Bowral announces partnership with Lotus Dining Group

Renowned Lotus Dining Group will offer a new dining experience at Southern Highlands property, Park Proxi Gibraltar Bowral, Seibu Prince Hotels & Resorts has announced.  Scheduled to open on 1 September, Lotus will bring its acclaimed Asian cuisine to the Southern Highlands with a hyper-local twist. Diners can expect a blend of favourite Lotus dishes […]

  • Hotels

Nozo Hotel Furano announce winter season exclusive package

Nozo Hotel Furano in Hokkaido has announced a special invitation to Aussie and Kiwi travellers with an exclusive winter package, in anticipation of its first anniversary. The hotel are offering a 30 per cent discount on all rooms and breakfasts for seven-night stays or more. The offer marks the hotel’s milestone celebration and ushers in […]

  • Conferences

Melbourne and Geelong convention centres pave the way for accessibility and inclusion

The operators of Melbourne Convention and Exhibition Centre and the future Nyaal Banyul Geelong Convention and Event Centre have taken a significant step towards inclusivity with the launch of their latest Accessibility Action Plan. Welcoming visitors from diverse backgrounds, Melbourne Convention and Exhibition Trust (MCET) is committed to providing safe spaces to connect and engage. […]

  • Cruise
  • News

AmaWaterways celebrates 22nd anniversary with offers on 2025 trips

As AmaWaterways embarks on its 22nd year, the luxury river cruise line has announced a range of savings offers to make river cruising even more accessible to both new and experienced cruisers. Travellers planning ahead can enjoy savings of up to 20 per cent on a range of European itineraries in 2025. Solo travellers also […]