Tourism Fiji has ushered in a new direction its high profile ‘Lucky Me – Fiji Me’ TV advertising campaign.
The national tourist office this week successfully transferred the award-winning advertisement from small to the big screen after launching a four-month long nationwide cinema advertising campaign.
The advertisement will be shown as a trailer for approximately 400 movies per week in 58 theatres across the country – that equates to more than 370,000 separate screenings over the 16-week campaign period.
The four month cinema burst has been timed to coincide with several tactical campaigns the national tourist office is currently running in conjunction with several of its New Zealand industry partners.
Tourism Fiji regional director New Zealand Sala Toganivalu said with winter starting to bite it was time to try something different.
“Having saturated New Zealand TV with 30 second and 60 second versions of the campaign since mid-January, we felt it was time to start looking at alternate commercial media channels.
“With New Zealand’s movie theatres experiencing an increase in attendance over the last 18 months, we feel cinema offered an excellent proposition to reach strong numbers of potential customers with a splash of Fiji sunshine,” she said.
Ms Toganivalu and her team this week hosted 40 industry partners including Air Pacific, Air New Zealand and several of its Auckland-based Matai specialist agents to a private VIP ‘Gold Class’ screening of the advertisement at Auckland’s Sky City entertainment complex.
The advertisement was shown shortly before the main feature for the evening, “The Blind Side” starring Sandra Bullock in her Oscar winning role.
Ironically Ms Bullock was recently in Fiji staying in a Savusavu resort while showing her own ‘blind side’ to a world media in frenzy for her story.
The ‘Lucky Me – Fiji Me’ TV commercial was named as one of the top three TV advertisements shown nationally throughout New Zealand in January 2010 by influential Admedia magazine.