Tourism Fiji found that they were attracting the same visitors time and again - ‘flop-and-drop’ holidaymakers who returned year after year to drink up the sun (and the mai tais) by the pool. They wanted to promote Fiji’s many facets, and encourage new visitors to explore their island paradise. Fiji is made up of 333 islands, each bursting with vibrant culture and myriad adventures to explore. Whatever kind of traveler you are, there’s something for everyone in Fiji - and it’s all just a four hour flight from Sydney.
We saw an opportunity to reinvigorate Tourism Fiji’s brand positioning - ‘Find happiness’ - by using data to expand its resonance with more audiences. We identified three key markets - couples, families and adventure-seekers - and served over one thousand dynamic display ads targeted by demographic and affinity. We also created three homepages of the Tourism Fiji website, to ensure the consistency of each user’s journey. The campaign was supported by 30+ contextual out-of-home placements and a DR social drive that encouraged click-through to Fiji Airways’ booking centre.
