Tourism Fiji 28 May 2020 –Following ongoing optimism and easing of restrictions across Tourism Fiji’s source markets it has progressed today into Stage Two of its Market Re-entry Plan.
Tourism Fiji, the destination marketing arm of the Fijian Government, developed their Market Re-entry Plan to coordinate an aligned return to market across all its international destinations in the wake of COVID-19. Stage One of the Market Re-entry Model focused on staying in the hearts and minds of consumers through its “Sota tale” messaging.
However, as the destination enters Stage Two the organisation’s marketing message has now changed to “Our ‘Bula Spirit’ awaits you.”
Tourism Fiji’s Chief Executive Officer Mr Matthew Stoeckel explained that “It is an optimistic message that will rebuild consumer confidence and anticipation of a holiday to Fiji. What I like about it the most is that it focuses on what makes Fiji so special—our people.”
“Stage One was all about inspiring consumers to dream about a trip to Fiji. Now, as we transition to Stage Two, it is all about giving reasons for visitors to choose Fiji for their next holiday and giving them the confidence to start planning for it,” continues Stoeckel.
To drive this message, Tourism Fiji is launching a range of digital initiatives, which includes a ‘Bula Series’ that is airing across all social media channels, along with their own positive news segment called “Happy Hour TV”, which both bring to life Fiji’s “Bula Spirit” that the destination is world re-known for.
As well as changing the message for international markets, Tourism Fiji is also working on a campaign to promote domestic tourism in Fiji. The Love our Locals campaign already has around 50 special offers ready to entice local travellers and Tourism Fiji will launch it in conjunction with the Ministry of Commerce, Trade, Tourism and Transport to local Fijians in the coming week.
Tourism Fiji Director of Marketing Emma Campbell says, “The domestic tourism initiative is the first steps towards getting our tourism industry back on its feet and have had a great response from those operators who are able to participate in it.”
Tourism Fiji has also provided a platform for its industry partners to participate directly in activities around the new messaging of Stage Two and encourage them to align with the messaging so the destination’s voice is incredibly strong at this time.