Case Study for Agency
03-1013507-400

Client: Fiji Visitors Bureau...Six (6) year case
history.

Situation -There was extremely low awareness and
knowledge about Fiji among both consumers and
travel agents. Budget was small vs. competitors
and marketplace was highly competitive for
American traveler.

Marketing Challenge -How to educate all-important
trade about Fiji and create impact and readership
of ads with resulting increase in leads and
traffic to Fiji.

Solutions: Years 1/2 -

Through use of Fijian language/idioms we used
small space ads regionally (West) to communicate
the spirit of Fiji's "Living Culture" which
research indicated would appeal to our target
prospect. We also incorporated in creative an
icon/character, "Fijiman" who was symbolic of
and became spokesman for the warm, friendly and
caring Fijians. We used Fijiman in all ads,
direct mail, trade seminars and displays.

Year 1/2 - Results -

Ad responses were 200% greater than any previous
year. Direct mail educational promotion generated
a 27.2% response from the trade. And, most important,
visitor traffic increased an average 15% each year.

Solutions: Years 3/4 -

Introduced strategy of broadening awareness and
visitor traffic outside of western visitor base
to take advantage of potential outside West. Used
:60 direct response national Cable TV and added
"national" pubs in high potential index and
niche markets like honeymoon and dive.

Year 3/4 - Results -

Cable TV generated significantly more responses
than print and at a very low 10 dollar cost per
response. It improved awareness in and generated
more visitors from key potential visitor markets
outside the West. Conversion from TV hit 13%.
Fiji print ads in honeymoon pubs surpassed
Australia, Mexico and Tahiti in responses. In
addition, by selling Fiji as a distinct destination
vs. prior stop-over strategy (on visits to Australia
& New Zealand) we increased visitor days as well as
visitors; increased hotel occupancy rates; and,
government tax revenues. This resulted in first
real budget increase for marketing.
(Still 6 figures!)

Solutions: Year 5/6 -

With added budget we increased the length of Cable
TV advertising to 6 months with our proven 3-on
& 1-off tactical buys. And, with the increase in
leads and responses there was an increase in need
for information. We then tested 4 pg. 4c magazine
inserts in general audience and travel pubs. To
build on visitor base, in response to analysis
of secondary research in US and Europe, we
developed a Meeting and Incentive Guide for
direct marketing to meeting etc. planners.

Year 5/6 - Results -

TV cost per response ranged between 13 and 30
dollars while magazine inserts got 10 dollar
cost per response. Fiji has seen visitor increases
vs. prior year for the last 17 out of 18 months!
The odd month was flat vs. prior year. More
importantly, the visitor increase for '97 was
14.6% and for the 1st q. of '98 visitor traffic
is up over 13% in our normally low visitor period.
Finally, the strategy to build business outside
the West has been fulfilled with the West's share
of visitors down from 62% to 48% but still growing.

As a result of our efforts our agency was chosen
to develop a 4 phase Global Branding Research
exercise to come up with a universal positioning,
themeline and advertising for the US, England,
Europe, New Zealand and Australia to be finalized
in September, 1998.