Cook Island Stories 

Women were targeted by the Cook Islands as they were tending to research the holidays and then either purchase themselves or heavily influence the purchasing decision.

Chalis developed a microsite where travellers could load images of their Cook Islands trip.

Magazine ads were created using the best stories and images. 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 when travel and tourism were generally 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.

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