Gravity and Tourism Fiji are being recognized for the great work they have done to attract visitors by being recognized as at finalist in the 2022 Campaign US Media Awards. Read more about the nomination here.
View the Campaign Case Study Video
Fiji is known as one of the happiest places, and their brand embodies that. Since COVID-19 started, travelers were not able to travel. We were challenged to get potential travelers to think about Fiji as a destination and then book a trip there. Our assignment was to support the reopening of Fiji to North American travelers in 2021. Potential travelers were locked in their homes, wanting to travel, but not having the ability or confidence to be able to do it. We had two barriers: 1) Keep Fiji top of mind while people could not travel, but having them add Fiji to the top of their travel list for when travel resumed and 2) encourage booking when the time came.
Gravity applied strategic focus to find travel-ready audiences through its ConsumerX targeting and indexing the highest propensity for early travelers. Using roadblock media and creative, Gravity helped travelers get a glimpse of what Fiji offered while they were looking at other locations. The part of the campaign, "Find Your Bula" showcased the diversity, friendliness and happiness that could be found in Fiji. Using the iconic beauty and excitement the country has to offer, we encouraged consumers to visit our site to take a quiz to "Find Your Bula." They then received a personalized itinerary to share with their travel companions and be ready to book once the border reopened allowing us to collect leads to remarket as more information became available.
The other part of the campaign, "Book Your Bula" launched to create a sense of urgency and entice travelers to book trips as soon as the border opened. This phase focused on what makes Fiji special - its people, the "Bula" spirit, hospitality, incredible opportunities for adventure and beautiful beaches. The full campaign exceeded goals and drove increase consideration towards bookings for Fiji as a destination.
"Bula. We selected Gravity as our North American agency partner to garner attention, consideration, and books for travel to Fiji and the activities while there. They constantly bring us strategic and well thought-out ideas that both help us stand out, but also drive results. Their attention to data driven decisioning and targeted media has resulted in growth for our business."
- Ruth Daly, Regional Director North America at Tourism Fiji