Brand campaign a huge success for Tourism Fiji
TOURISM Fiji’s new marketing brand, “Fiji - Where Happiness Comes Naturally” has proven to be a hit among stakeholders and global tourism partners attracting attention to Fiji as a preferred travel destination.
Tourism Fiji chief marketing officer Emma Campbell said more than 90 per cent of consumers who sampled the new branding assets during testing agreed that the brand had achieved its purpose in drawing the viewers’ attention.
“Nothing had prepared us for the level of positive coverage that we got once the brand was launched,” she said.
“By putting Fijian culture and Fijians at the heart of the campaign we had achieved unprecedented success so far and this is within only the first few weeks of it being live.
“Our new brand images and videos are live across our key markets and they are visible at each point of the customer’s decision making journey.
“Our connected TV buying in the US market has seen our ads get 6million impressions which we are truly delighted with.
“We also launched our Tik Tok page and organically it is performing really well and over the past three weeks we have amassed over 6000 followers and over 30,000 likes on our videos.”
Commending the success of the brand, Minister for Tourism and Civil Aviation Viliame Gavoka said a brand was a direct reflection of the values of an organisation or business.
“Travel and tourism is about desire, it’s about connection and telling a story, our story,” he said.
“Now in marketing terms, a brand is chosen to resonate with our visitors. It is chosen for competitive advantage and in the fast-paced world we live in, it should withstand the test of time.
“A brand is a direct reflection of your values as an organisation or business.
“In the case of tourism destinations, it personifies our national values that inspire and draw the world to our home.
“For the most part, it becomes part of an identity, not just as a marketing arm or Government agency, but the entire nation and its people.”