Tourism Fiji

The Challenge

With nearly half of Fiji’s economy supported by tourism, global travel restrictions due to the COVID pandemic hit the idyllic island nation in the South Pacific especially hard. To make things even harder, as travel restrictions started to ease, they started getting more competition from destinations that were closer and cheaper to the U.S., such as Hawaii and Mexico. To regain its place as a top-tier destination for discerning travelers, Fiji needed a way to harness and capture the built up demand for travel caused by the pandemic.

The Insight

After months of being trapped in their homes, people were ready to get out and start exploring again. And a lot of them were spending their time in lockdown dreaming and planning their next vacation. To get in front of these high-value consumers while they were searching, we helped Fiji Tourism develop a multi-channel digital campaign called “Find Your Bula” to inspire and entice travel enthusiasts as they safely sought out new adventures. The campaign plays off of the Fijian greeting “Bula” – a term with many meanings including hello, happiness, good health, and the energy of life.

The Work

Fiji isn’t for everyone. While it’s typically more expensive and longer to get to than other well-known tropical destinations, it’s unrivaled beauty, seclusion, and culture attract higher-income travelers who are willing to pay more for exclusive experiences. But we also realized that, even within this subset of travelers, there were many different ways that they liked to travel. Some wanted to relax on the beach or the spa. Others wanted to windsurf or go cave tubing. Some wanted to reconnect with family and make new memories. Others wanted to explore the rich culture and famous hospitality of the Fijian people.

To make sure that we were targeting the right travelers and providing them with the right content to help them plan their visit, we created an interactive Find Your Bula quiz where we used iconic Fiji activities and experiences to lead travelers through a series of questions about their travel preferences. In addition to building awareness of the variety of experience that Fiji had to offer, we were also able to deliver a customized itinerary to their inbox with links to activities that matched their preferences.

The Results

Through fine-tuned targeting, a multi-channel approach to customer acquisition, and an engaging experience that delivered personalized content, we were able to achieve incredible results.

To date the campaign has achieved:

• 759,643 Click-Throughs

• 257,778 Social Engagements

• 1,977 Quiz Engagements/Leads

• 5,882 Booking Referrals

• 73,504 Engagements on the Campaign Landing Pages

• Sold out capacity for border reopening