Fiji’s Government has confirmed that domestic travel within Fiji can resume. As a result, Tourism Fiji has progressed into Stage Two of their Market Re-entry Plan as they take the next forward towards saying ‘Bula!’ and welcoming international tourists back.
Tourism Fiji developed its Market Re-entry Plan to coordinate an aligned return to market across all its international destinations in the wake of COVID-19.
Until now in Stage One of the Market Re-entry Model, Tourism Fiji has been focused on staying in the hearts and minds of consumers through its “Sota Tale” messaging.
However, as Fiji enters Stage Two the country’s marketing message has now changed to “Our ‘Bula Spirit’ awaits you.”
The campaign follows the fantastic ‘Bulanaires’ initiative earlier this year that was embraced positively by Fijians and trade.
“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—which is our people,”
Tourism Fiji’s CEO Matthew Stoeckel
“It’s part of Tourism Fiji’s four stages to market re-entry that the organisation is implementing to return the destination to the Australian market. In Stage One, it was all about inspiring Australians to dream about a trip to Fiji. Now, as we transition to Stage Two, it is all about giving reasons for Australians 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 a positive news segment called “Happy Hour TV”, which both bring to life Fiji’s “Bula Spirit” that the destination is world re-known for.
“During these challenging times, we’ve seen Fiji’s people really showcase the ‘Bula Spirit’ through their innovative ways of helping their communities, and their ‘Bula’ smiles remained throughout. We are aiming to share all this with Australians through our digital channels to inspire Aussies to book their next trip to Fiji when they are able to,” said Robert Thompson, Regional Manager – Tourism Fiji, Australia.
With plans of an Australian/New Zealand Trans-Tasman bubble starting sometime in September, the hope is that the South Pacific can be included given the region’s successful containment of COVID-19.
Tourism Fiji has also provided a platform for its industry partners to participate directly in activities around the new messaging and encourage them to adopt is within their own promotions.
“We are confident that our new message will resonate with our visitors, as it’s genuine and real. Despite all the challenges as a result of COVID-19, the “Bula Spirit” is alive and well and awaiting Australians on their next visit to Fiji”, says Stoeckel.
Find out more: www.fiji.travel
Share this story