The last leg of the Cook Islands Mini Expo roadshow in cooperation with Cook Islands Pearl Authority and Air New Zealand ended in Florence last week on the usual high note; a full-house of highly enthusiastic and motivated travel agents.
Agents from 8 key Italian cities including Milan, Naples, Rome & Florence were trained by local CIT representative Nick Costantini and Turama Italian concierge dynamic staff member Jacopo Dozzo both supported by local Air New Zealand representatives Eva Bretos in Spain and Sabrina Nicolosi in Italy. Focus was on raising awareness of the Cook Islands' unique features ranging from no mass-tourism and amazing dining options to the worlds most beautiful lagoons and authentic welcoming people & culture. The wow factor to the events was provided by the Te Moana Roa dance group (Leo Roa, Robert Puapii, Salis Tuaputa, Miss Cook Islands Felicia George and Teiva Maui) who “totally knocked us for six” claimed one travel agent partner.
Nick Costantini Southern Europe Manager for CIT commented :"The roadshow has achieved all its goals both in terms of raising general awareness amongst media and travel agent partners and above all hitting the targeted numbers.
In total 610 travel agents , 10 wholesalers, 47 journalists & 120 consumer honeymooners were converted to the Cooks during 13 events in 10 cities in Spain & Italy. “ I’m also very happy to have had Air New Zealand as principle partners throughout the roadshow and I firmly believe all agents have been positively impressed with the airline's product including the new Dreamliner service and not least the sky-couch product which I firmly believe is ideal for Italian long haul and honeymoon travelers."
Social media and traditional media returns have been very high and are currently being measured.
The roadshow coincided with the publication of three important media publications out this month (articles will be made available). Expected advertising value will run into hundreds of thousands of $.
Particularly interesting was a first ever showcasing of the destination to consumer honeymoon couples who received an invitation to the events during a series of bridal shows earlier in the year. Honeymooners seemed to be won over by the authentic charm and beauty of the images shown and especially the attractive dancers who raised eyebrows from both brides and grooms to be!
Finally, adding value to the roadshow was the opportunity to showcase some of the finest jewelry involving Avaiki pearls provided by CIPA in this first synergic joint-venture in Europe .