Find Your Bula

In Fiji, “Bula” is the main character. It’s a gesture of good health and happiness among community. This spirit of joy flows from Fiji’s world-famous soft coral coasts to her lush rainforests, and into the hearts of some of the most charismatic people on Earth.

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Remember those pandemic days stuck at home, dreaming of where you might explore once this whole world opened back up? A lot of Pinterest and Instagram dreaming took place. But once travel restrictions started to ease, people began aggressively planning for that one big trip to celebrate normal life again.

But rather than typical beach vacation, our audience longed for something bigger. More memorable. And far more intimate. They needed something that could restore their personalities, alleviate their newly-diagnosed depression, and teach them how to bounce back from illness, loss, and isolation.

They needed Fiji. And Fiji needed them. In 2022, these incredible islands finally opened for the first time in over 24 months.

DISPLAY/PAID SOCIAL

RESULTS

🏝️ 759,643 Click-Throughs

🏝️ 257,778 Social Engagements

🏝️ 73,504 Engagements on the Campaign Landing Pages

🏝️ 1,977 Quiz Engagements/Leads

🏝️5,882 Booking Referrals

🏝️ Sold Out Bookings Upon Reopening

🏝️ US Media Strategy Finalist


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The "Find Your Bula" campaign includes an interactive quiz that provides travelers with a travel itinerary matching their preferences for optimal happiness.

INTERACTIVE TRAVEL QUIZ

For the second phase of our campaign, we continued to leverage Tourism Fiji’s existing travel footage (since restrictions prevented us from filming on the islands) to create dynamic, multi-channel media assets that would convert travelers into booking a bigger, bucket list getaway.

We invited a North American demographic to go further than the usual beach vacation. To lock in a trip that would truly restore their hearts back to happy. The idea: Book Your Bula.

YEAR TWO LAUNCH FILM