NEWS STATEMENT - 'VISIT SOLOMONS' CAMPAIGN 2003

1. What has been happening in the Solomon Islands

In December 2002, the Management of Solomon Islands Visitors Bureau with the support of the Solomon Airlines and the Division of Tourism submitted a Marketing campaign proposal to the Taiwan (ROC) Embassy in Honiara for funding.

The response from ROC was positive and as a result, ROC has kindly donate a sum of SBD$ 1,000,000-00 to fund the proposal, which is called the ‘Visit Solomons’ Campaign. The ‘Visit Solomons’ Campaign is basically the SIVB Marketing Plan 2003, which we plan to implement as off February 22nd 2003 during the Brisbane Travel Expo.

The ‘Visit Solomons’ Campaign has been developed from the SIVB Marketing Plan 2002, which was designed in two phases. Phase one of the 2002 Plan was the Recovery Plan for the tourism industry after the negative events of the past few years. This is aimed at addressing internal or domestic issues within the country. Phase two was the Marketing Plan whereby marketing and promotional efforts will build on from. This also aimed at addressing domestic issues relating to Airline services, tourism products and regaining confidence and support from both overseas marketing partners and local tourism operators. This was called the ‘Solomon Blo Iu Mi’ Campaign.

2. Solomon Blo Iu Mi Campaign

The ‘Solomon Blo Iu Mi’ Campaign was implemented through out 2002 through hosting of public tourism forums, working closely with operators in enhancing and developing tourism products, facilitating familiarization trips for key marketing partners and education programs for Solomon Islanders about the importance and potential of the tourism industry.

This was proven to be successful since SIVB has regained confidence and trust, from the private sector operators and also enhanced marketing relationships with key overseas partners. The 'Solomon Blo Iu Mi’ Campaign was launched in June 2002, which also coincide with the launching of the International Year of Eco-tourism.

3. “Visit Solomons” Campaign

The theme for the 2003 Marketing plans and programs is the ‘Visit Solomons’ Campaign 2003. The situation in the Solomons in the last three years has not been conducive for tourism and it was not appropriate to launch a major aggressive tourism marketing campaign. However, realistically, a lot of improvements have been realized in the Solomon since January 2002 apart from some isolated unfavorable incidents that has been occurring. Thus, we cannot sit back and wait for the economy to back on track before we start promoting the country. The ‘Visit Solomon’ Campaign 2003 is primary aimed at the key source tourists markets of Australia and New Zealand. The focus of the Campaign will be the main tourist or visitor gateways to the Solomons.

The aim of the campaign is to reestablish the tourism image of the Solomons as a favorable, relaxing, safe, cheap and off course attractive tourist destination for those seeking an absolute different experience. Reestablishing our tourism image means marketing and promoting the Solomons as a ‘somewhere completely different’ from the rest of the region and world. The new promotional slogan, which was also domestically launched simultaneously with the VSC Plan reads “Discover Somewhere Completely Different”. We believe this slogan really portrays the true image of the Solomons as a tourist destination. Virtually untouched, unspoiled, undeveloped, which reflects a truly hideaway paradise that still remains to be discovered by people looking for a truly different experience. This we believe will be fully implemented to our advantage to position the Solomons on the tourist map once again but on a new level.

On Saturday 22nd February 2003, the ‘Visit Solomons’ Campaign will be officially launched in Brisbane during the Brisbane Travel Expo. A delegation comprising the SI Minister of Tourism, Permanent Secretary of Tourism and the Director of Tourism will be traveling with the Campaign contingent to launch the Campaign. The Campaign contingent, which will attend the Brisbane Travel Show and also conduct a series of road shows in the Queensland metropolitan areas, will consist of officers from SI Visitors Bureau, the Solomon Airlines, Division of Tourism and members from the tourism private sector. This initial Campaign will be conducted over a week between the 21st and the 26th February 2003.

4. Honiara Launching

On Friday 7th February 2003, the Solomon Islands Visitors Bureau in conjunction with the Solomon Airlines Ltd. and the Division of Tourism officially launched the “Visit Solomons Campaign Plan 2003, the SI Tourism Website and the new tourism promotional videos, CD-ROM and DVD. The new promotional slogan for the Solomons was unveiled at the occasion by the Minister responsible for Tourism, Hon. Alex Bartlett.

The planning and preparations for this year’s launch was part of the Marketing Plan 2002 and also a build on from the ‘Solomon Blo Iu Mi’ Campaign. Experts from overseas were engaged in the shooting and production of the promotional materials, with all the necessary information updates, new photo images and incorporating the new promotional slogan or tag line.

The launching was witnessed by, invited guest from the aid donor communities in the Solomons, representatives from the various Government Ministries and Departments, the local media reps and members from the tourism private sector. The launch opened with a presentation by the General Manager of the Solomon Islands Visitors Bureau, Mr. Morris Otto Namoga. Mr. Otto highlighted the ‘promise’ that the ‘Visit Solomon’ Campaign will work towards delivering to the SI tourism industry. He also emphasized the roles and responsibilities that stakeholder groups should play and perform in accomplishing the ‘promise’.

The SIVB Marketing Manager presented the ‘Visit Solomons’ Campaign Plan 2003 and Beyond to guests and the industry. The presentation covers the actual plans to be implemented, the goals and objectives of the Campaign, the strategies to be employed and the means by which results of success and accomplishments would be measured. The presentation also covers the total budgets that will be dedicated to this Campaign and acknowledge the key sources of funding to finance the Campaign. The Taiwan (ROC) Government is the main donor towards this Campaign and they should be well acknowledged all the tourism stakeholders. The Marketing Manager also clearly outlined the roles and responsibilities that each party should play in the implementation phase of the Campaign Plan. He outlined the key roles that SI Visitors Bureau will shoulder to support the existing operators and products as well as new ones.

Andre Gussekloo, who is a Student from Netherlands, presented the SI Tourism Website to the audience and the industry. Mr. Gussekloo is a student currently doing work attachment with the Solomon Islands Visitors Bureau. The launch concluded with the unveiling of the new promotional slogan for the Solomons by the Guest of Honor, Hon. Alex Bartlett.

Send your contribution to: Solomon Islands Visitors Bureau

P.O Box 321, Honiara
Fax: (677) 23986
E-mail. visitors@solomon.com.sb