|Fiji Tourism's Carlah Walton, Rick Hamilton and Ken Freer at Quay Restaurant in Sydney.|
Tourism Fiji has revealed its new advertising campaign, as part of the bureau's new strategic direction to showcase the unique diversity of the Pacific island nation.
Australia’s travel trade and media were introduced to the new promotion by way of a spectacular sit-down dinner at Quay Restaurant in Sydney this week.
The new commercials that have been produced – previewed at the event – feature themes that characterise and exemplify Fiji’s distinctive flavour and warm, openhearted spirit and culture.
The ads were created by New Zealand-based advertising agency, Colenso BBDO, to reflect consumer insight and highlight research that identified Fiji as the ‘Happiest Place in the World’.
Tourism Fiji has recently undergone a major overhaul in terms of branding, marketing, website design and new management, welcoming new chief executive Rick Hamilton at the top of the year.
The island tourism bureau also has a new director of global marketing, Ken Freer, based in Nadi.
“Australia is our most important market by far… approximately 55 percent of inbound travel to Fiji comes from Australia,” Mr Hamilton said.
“We need to make sure we have local experts in local markets and we need to have a collaborative approach with the trade in order to capitalise on our marketing efforts.”
Tourism Fiji will host the inaugural Fijian Tourism Expo (FTE) at Denarau in early May 2014.
“We want our sellers to have the flexibility to host their buyers how they should be hosted… that they’re not confined to a two by two booth,” Mr Hamilton said.
“We’re also working very hard to incentivise and host buyers from our international markets, looking at subsidies to make it cheaper for visitors from long-haul markets to reach us.
“We’re here to promote tourism, we’re not here to make money.”
Check out one of the new commercials below.