Tourism Fiji continues to implement non-traditional methods in promoting Fiji to increase visitor arrivals.
In a promotional campaign recently, Tourism Fiji beat well known brands including Berger Paints, pharmaceutical giant GlaxoSmithKline and Sanctuary Asia placing advertisements on bus shelters around New Zealand in a bid to lure winter-weary Kiwis to Fiji.
The win, which was named ‘Best Outdoor Advertising’ campaign by influential advertising commentator Bestadsontv.com drew hundreds of applicants to vie for the top prize, which included five nights accommodation for two at the Sheraton Fiji Resort plus return economy airfares flying the national carrier Air Pacific.
The advertisement saw hundreds of people taking their photo in a ‘cut-out picture frame’ posted at one of the 200 bus shelters located across New Zealand.
This prize went to Aucklander Tom Gasiner after he produced a poster format photo containing a snow covered bus shelter complete with a snowman, icicles and included his shivering girlfriend Tania Matthews into the photo to add a successful effect.
Judges described the shot as “very clever, funny and heart melting”.
Adding another layer to the Ellerslie/Fiji connection, the district will be transformed into a ‘mini-Fiji’ this September and October complete with planned cultural events, activities and Fiji national rugby team players appearances in the lead up to and during the forthcoming IRB Rugby World Cup 2011.
This is all part of the Auckland City Council’s ‘adopt-a-second-team’ program.
Five of the bus shelters were also fitted with digital signage designed to show the temperature in Fiji with the internet-linked temperature gauge changing four times daily.
The bus shelter promotion was part of a multi-media brand strategy Tourism Fiji had in place since the beginning of the month, which has been turning heads across the entire country.
Designed by the national tourist office’s Auckland-based advertising agency Barnes Catmur & Friends, the campaign also included a ‘Fiji Me’ digital temperature billboard located on the junction of the high volume traffic at Ponsonby and Richmond Road in Ponsonby, Auckland.
The high profile billboard also featured a digital temperature gauge reflecting the current temperature in Fiji.
The brand strategy also included a Westfield Shopping Mall promotion where ‘Fiji Me’ branding wrapped around the sliding entry doors of eight malls located in Auckland, Hamilton, Christchurch and Wellington effectively exposed the brand to an estimated 1.3 million local residents.
Tourism Fiji CEO, Josefa Tuamoto, said timing for the promotion was perfect with winter beginning to bite across New Zealand and Kiwis’ thoughts turning to much warmer climes.
“This is all part of a smart brand strategy designed to remind winter-chilled New Zealanders of the very warm welcome we Fijians have waiting for them just three hours away,” he said.
“We have been blown away with the huge response to all elements of the strategy, which has really achieved cut-through in this market.”
The national tourist office is hoping the innovative campaign will help it top the number of Kiwis visiting Fiji across 2011.
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