August 21, 2016 10:00 am

Tourism Fiji and Fiji Airways capitalising on Fiji’s 7s gold medal win

The win from Rio by our sevens boys has catapulted our nation into global media attention which Tourism Fiji and Fiji Airways are both capitalising on. Figures gathered from Tourism Fiji’s social channels from 12-15 August reveal that engagement with fans was at an all-time high as a result of the win and Tourism Fiji’s […]

The win from Rio by our sevens boys has catapulted our nation into global media attention which Tourism Fiji and Fiji Airways are both capitalising on.

Prime Minister Voreqe Bainimarama with the members of Team Fiji's men's 7s team and Coach Ben Ryan. (Reuters)
Prime Minister Voreqe Bainimarama with the members of Team Fiji’s men’s 7s team and Coach Ben Ryan. (Reuters)

Figures gathered from Tourism Fiji’s social channels from 12-15 August reveal that engagement with fans was at an all-time high as a result of the win and Tourism Fiji’s social media activities.

Its Facebook page reached a daily average of well over 175,000 fans.

In a statement, the Ministry of Industry, Trade and Tourism has rallied behind Tourism Fiji and Fiji Airways to use the opportunity for tactical marketing activities, social media channels, and public relations activities.

The Minister, Faiyaz Koya said the Olympic gold pushed Fiji to the forefront of the global audience.

KOYA: “The Olympic gold has made a huge impact in terms of putting our destination in front of a global audience in both our traditional and non-traditional markets. Fiji became the number one trending topic on Twitter for several hours following the game, while ‘Fiji’ became the most searched term on Google at the same time.”

“On Twitter, the #Fiji hashtag reached more than 283 million people and generated more than 332 million impressions, while the traffic to our website, www.fiji.travel, saw a big spike from 12-15 August.”

Fiji Airways chief executive officer Andre Viljoen said the airline grabbed the opportunity to activate the Pride Campaign, made up of photos and videos that interplay airline and rugby imagery and words.

VILJOEN: “Fijians love rugby and are very proud of their rugby team most especially at this historic time; and as Fiji’s National Airline, we’re also very passionate about the sport. Through well-thought and timed activations across our channels, we were able to make best use of the hype surrounding the team’s success.”

He said they also turned their website gold in celebration.

VILJOEN: “A simple social media post announcing that we were serving Fiji Gold beer exclusively straight after the team won received thousands of organic reactions and engagement. Of course, we know this is also an opportune time to showcase Fiji, and as a celebratory sale, we have released Fiji’s Gone Coconuts fares across our different markets with discounts up to 49% off.”

Plans have been set in motion as the momentum continues with the sevens team return tomorrow.