Tourism Fiji 'Open For Happiness' Campaign
Welcoming New Zealanders back to the Islands
Established in 1994, Tourism Fiji is the destination marketing arm for Fiji and is funded by the Fijian government to promote Fiji as a holiday destination.
COVID-19 had a major impact on international travel. Like other tourist destinations, the Fiji tourism industry suffered greatly as global travel restrictions saw airlines, hotels and experiences shut their doors. Fiji relies heavily on international tourism, so the impact was huge.
17,000 Campaign Clicks
213% up on average Sponsored Content page views
Client
Tourism Fiji
Campaign Overview
Increase Brand Awareness
Region
Nationwide
Channels Used
Digital & Print incl. Sponsored Content
“Stuff was instrumental in helping Tourism Fiji get the message out to Kiwis that Fiji was ‘Open for Happiness’, providing inspirational content on why Kiwis should choose Fiji and explaining the new travel requirements. The selection of Stuff channels enabled us to reach our core audiences with relevant messaging as well as providing a clear customer journey and conversion opportunities.”
Sonya Lawson, Regional Director New Zealand
Challenge
Fiji’s international borders were closed for two years so it was important for Tourism Fiji to communicate that Fiji was once again ‘Open for Happiness’ to New Zealand travellers. Tourism is an important source of income for Fiji accounting for approx. 40% of GDP in 2019. Unfortunately, it was the first industry to feel the impact of COVID-19 in Fiji*. NZ is Fiji’s second largest source market, so getting Kiwis back to Fiji was a key step in supporting its reopening.
Across 2020-2021, Fiji’s tourism revenue dropped 59%*. To begin boosting this back to pre-covid levels, the main goals were brand awareness and conversion. The core purpose of the campaign was to reach as many consumers as possible in an engaging way. The simple message ‘Open for Happiness’ inspires potential consumers to purchase through Tourism Fiji’s travel trade partners.
*https://ifc.org : Fiji COVID-19 Business Survey: Tourism Focus
Strategy
A high impact digital and video brand campaign was used to create reach and awareness. To drive inspiration, Tourism Fiji used sponsored content in print and online, providing stunning visual cues to deliver the key messages and information. Digital and print ads were used to sell tactical packages through Tourism Fiji’s trade partners.
Tourism Fiji has worked with Stuff for a number of years, enabling them to reach and target Kiwis with aspirational travel inspiration that drives their desire to travel to Fiji. Through tactical content partnerships and other innovative campaigns, Stuff channels have been instrumental in communicating Fiji’s core messages to key audiences.
Campaign overview:
- 5x high impact digital products (including mobile splash, MREC, MREC & billboard, video pre-poll & video reveal)
- 5x sponsored content print articles
- 5x sponsored content premium Interactive digital articles
- 8x editorial stories
Results
Key results:
- Campaign total of over 17,000 clicks.
- The premium interactive articles performed exceptionally well with average page views 213% above the benchmark.
- High impact digital assets - mobile splash and video reveals were the best performing.
The Stuff campaign was part of a wider integrated market piece including mass market media and trade campaigns. From a Tourism Fiji perspective, the Stuff component of this campaign was very successful. It was measured through the engagement metrics for the content and click throughs from the digital placements both of which greatly exceeded benchmarks.
Tourism Fiji continues to see a strong demand for Fiji travel months after the campaign ran. Stuff was proud to play a part in the ‘Open for Happiness’ campaign to get Kiwis back on the beaches of Fiji.
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