Capturing the Real Fiji: Redesigning Tourism Experiences Rooted in Local Culture
It’s not a common thing for an entire country to go on a rebrand, but it’s not impossible. With 12 years since the island’s first destination marketing campaign, a digital transformation strategy was needed for Tourism Fiji to create a digital infrastructure overhaul, aimed at providing existing and potential businesses and consumers with the best and current information about Fiji, bringing the local experience to the forefront.
Matt Nicklow is the Global Head of Digital at Tourism Fiji, taking pride in the brand’s revamp. With the new tagline ‘Where happiness comes naturally’, the focus shifted to what really mattered, the immersion in the rich, localised culture. By merging the authenticity factor and data derived from their technology adoption, Tourism Fiji was able to provide travellers with what they wanted, hyper-personalised experiences that was seeped into the culture, where ‘the islands’ happiness is derived from the breadth and depth of Fijian culture itself.”
“We’re working to find our voice on TikTok, and ultimately, we’re spreading out the different brand pillars across the channels to showcase what Fiji has to offer.”
Matt also sheds light on,
- A seamless customer journey – not just about convenience but, about enhancing the experience such as the extra value of an AI-generated itinerary builder.
- Lock the marketing in on what’s truly important to you – One of the first in travel to develop a lifestyle around BeReal, where the authentic connection between brand and consumers is the driver that really counts, giving locals an opportunity to show visitors the cultural landscape.
- Capitalise on current affairs – New routes + regions reopening = Unlimited marketing opportunities, but the key is in authenticating and localising your marketing efforts to the region!
A joyful, personalised journey where culture immersion delivers the most authentic experience. If this is what you’re aiming for, catch this interview now!