Fiji Airways

Fiji’s Open: Fiji Airways' Post-Pandemic Social Media Strategy

Results

9.2 million

impressions

+346%

bookings

+4208%

clicks

+349%

increased revenue

+573%

engagement

+3123%

flight searches
The Challenge
Fiji needed to bring tourists back to the country after spending the last couple of years in lockdown. To do this Fiji Airways expanded from its current digital advertising platforms, Google and Microsoft, and started increasing its social advertising spend to further push their campaigns to heights never experienced.

RQmedia was tasked to leverage social media to increase the number of bookings and in return, revenue for Fiji Airways. The campaign was run from 1 October 2022 to 31 December 2022 with a budget of US$250,000.

What we implemented

To attract tourists, Fiji Airways opened more flight routes to key destinations in the USA, Australia, New Zealand, and parts of Asia. The primary advertising channels were Facebook and Instagram, chosen for their superior ability to generate awareness and interest compared to Google and Microsoft. The campaign showcased Fiji’s beaches, landscapes, hospitality, and friendly people with messages like “Fiji’s Open” and “Welcome to Our Home”.

To capture the full customer journey, Google and Microsoft Ads were used alongside Meta (Facebook & Instagram) to ensure Fiji Airways reached audiences at every purchase stage. The campaign segmented audiences by geographic location and purchase journey stages (awareness, interest, consideration, purchase). Further segmentation was based on interests, life events, and family composition.

The Results
The campaign achieved significant milestones, bringing the largest influx of visitors to Fiji to date. By segmenting audiences to reach them at every stage of the purchase journey, RQmedia and Fiji Airways generated record-breaking Meta Ads results in just three short months from key destinations (Australia, New Zealand, USA).

“The campaign achieved a significant milestone in the tourism industry, helping bring the largest influx of visitors to Fiji to date. We are ecstatic about how well we reached our customers using asegmented, full-funnel approach over social media. With Smartly Automated Social ads and RQMedia’s expertise, we contributed to Fiji’s early national recovery strategy, well before many Asia Pacific tourist destinations.”​

Jameel Mohammed

Fiji Airway Digital Marketing Manager

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