bcg2 wins Kingdom of Tonga Tourism Account

bcg2 has won the Tongan tourism account after a rigourous three month international pitch that saw the final two agencies present in Nuku’alofa to over 20 industry representatives. The win involves completely re-branding Tonga as a tourism destination, advertising, PR, joint ventures with travel industry and airline partners and raising Tonga’s profile in the digital space to reach potential visitors in key international markets.

‘We’re on a roll right now’ says Michael Jarvis bcg2 Managing Director, ‘a win like this matters because it shows how a local indie with access into a global network can deliver great ideas for a client who wants world class thinking. As our fifth new business win since November, four of them in pitches, we’re very pleased with how this year is tracking.’

‘Our edge was in a compelling idea that brings Tonga into focus in a simple and compelling way’ says James Blackwood bcg2 CEO and ECD. ‘I can see myself spending a lot more time doing the things I love in Tonga. It offers some of the best diving and surfing in the South Pacific plus an authentic experience that many other destinations have simply lost touch with. After the win we were honoured to present to the members of Tonga’s greater tourism industry and it was humbling to sense their enthusiasm.’

Tonga’s Ministry of Tourism received 8 responses from agencies in New Zealand, Australia and Tonga for the account which was previously held by an Australian agency. The two finalists presenting in Tonga included Clemenger BBDO with the final decision debated and agreed by Tongan Government and tourism industry stakeholders.

‘We took the time to investigate this process from a Tongan perspective’ says Abe Dew, bcg2 Director of Strategy & Planning. ‘It never hurts to step outside adland to understand a client’s perspective, so we reached out to gather insights from New Zealand’s Tongan community as well as investigating the needs of potential travel industry partners.’

‘We are very excited about the appointment of such a creative and forward thinking agency’, says Tongan Tourism Ministry CEO Sakopo Lolohea. ‘We look forward to working with them over the next few months on the crucial development of a brand which will represent the kingdom’s tourism offerings in an increasingly competitive global market.’

The re-launch of tourism activity for the Kingdom of Tonga is anticipated for the third quarter of 2011.