Developing A Global Brand

The Fiji Islands

Global Branding Initiative

• Can we improve the positioning and impact of our brand?

• Is there a ‘formula’ that will work around the world?

What has Been Done• Desk research

– all available research, statistics, white papers from key markets.

• Developed a Brand Blueprint that can work across all markets– defines key brand attributes.

• Wrote a global creative advertising brief and developed a range of concepts.

• Tested three brand advertising concepts in 3 major markets (Australia, NZ, USA).

• Preparing to launch new global campaign in second quarter 2006.

Background

• Despite the differences between languages,

cultures and countries what we all want out of

a holiday is pretty universal – we take holidays

in order to relax.

The Definition of ‘Going on Holiday.’

The definition of ‘going on holiday’.

“A period of recreation; a vacation.”– vacation: a time of inaction and rest.

– recreation: relaxation and enjoyment.

Macquarie Dictionary & Thesaurus

Relaxing ‘Holidays’ are in Demand Our world is more and more demanding and increasingly

fastercomplexinsecure

‘threatening’

This leads to:less time for ‘me’

less time for relationship/familyphysical and mental stress and fatigue

“I need to relax”

Relaxation• Relaxation is part of most holidays.

• It’s on most people’s minds when they are planning holidays.

• It’s often a primary motivator – pure relaxation – lying around and low key ‘fun’ activity.

• A holiday is often about mixing relaxation with adventure, eco-tourism, romance, fun/nightlife, etc.

• The promise of relaxation is, quite simply, hugely motivating.

Images of Fiji• Globally, research shows that when people think of Fiji they

overwhelmingly think about:– A relaxing holiday destination– Tropical, Pacific Islands– Welcoming, friendly Fijian people.

• Research clearly suggested a global brand blueprint for Fiji.

• The challenge is to take the blueprint and find an enticing and ownable branding and advertising idea that works across all markets.

The Creative FocusAudience States-of-Mind• Thinking about going on holiday• Actively planning a holiday• Not actively looking.

ImplicationsThe core creative idea and its expression must be about temptation,

not information, and must be campaignable across all media.

TEMPTATION

SEE Fiji’s ADVERTISING • Puts Fiji on list/higher on list of destination options • “I need a holiday… Fiji is calling me.”

INFORMATION

Search and decide• Internet, travel agents, brochures, direct enquiries etc

Common GroundCommon Ground

Fiji – Creative Brand Expression

The PropositionThe Proposition

Unique ExpressionUnique Expression

• To refresh/rejuvenate my body, mind, spirit and relationships.

• Gain new knowledge, experiences, perspectives.

• The people of Fiji are by nature genuinely welcoming, hospitable, friendly, gracious and undemanding.

• Fiji’s natural tropical environment is beautiful and calming.

• Choice – islands, resorts, activities, culture, food.

What People WantWhat Fiji Offers

Relaxation

The Fiji Islands – ‘created’ for relaxation

‘Fiji me’

The Campaign

‘Fiji me’ must be campaignable, very strongly branded and cover the full range of advertising needed for an international destination:

- pure brand relaxation

- brand plus: family attraction/kids; romance and honeymoon; water and beach activities; cultural pursuits; co-op and special offers.

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Welcome to the islands of dreams.

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Soothe me.

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I’m out there somewhere.

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Can’t catch me!

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Wow me.

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Not a stranger, an honored guest.

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Marry me.

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Fiji the family.

‘Fiji me’ – Focus and Imagery

• The heart of the brand imagery is always about core Fijian and tropical island relaxation cues:

– calm, gracious, unconditional service and friendliness

– sun/warmth, blue skies, palms/tropical vegetation

– islands, the sea, beaches, pools, fish

– resorts, fruit platters and food ‘spreads’

– the cultural backdrop

– low-key, fun activities (related to water and beaches).

Fiji Brand Focus and Imagery• Each image is beautifully shot and appealing and each

advertisement is firstly about temptation, and secondly about information or explanation.

• The images and the words are about relaxation, an emotional promise that ‘takes you there’:– imagination and dreaming

– self-centred and about me.

• The type style and language must reflect dreaming and an imaginative state of mind.

Research Findings• Independently conducted in our three key markets by

the Open Mind Research Group:– USA, Australia and NZ.

• Research criteria:1. Standout.2. Key Messages.3. Engagement.

• Three creative directions tested.• Unanimous results for ‘Fiji me’:

– Creates motivation and predisposition to holiday in Fiji.– Builds on Fiji’s reputation as a leading and premier destination

for true relaxation.– Represents Fiji in a way that projects National pride and identity.

Comments from the Research

• Respondents talking about the ‘Fiji me’ campaign:

– I immediately liked this campaign. The pictures drew me in and evoked an emotional response.

– Very enticing, romantic, simple, could see myself there, laid back.

– Thought the slogan ‘Fiji me’ was very emotional and personal. Loved the emotion of the pictures.

– Inviting, a dreamy feeling, brought in a cultural feel. I want to go to Fiji. It drew me in.

– It’s all about me. Tranquillity.

‘Fiji me’ – Analysis of ‘Standout’

– Strikingly enticing and evocative depiction of place and style and ‘experience’… tranquillity… peace… solitude.

– Surprising… unexpected… imagery.

– Idyllic… idealised… un-contrived… of today.

– Visuals and copy feel clear… uncluttered… balanced… understated.

– Sense of being drawn into an experience at a personal level… ‘focussed on me’.

– Feel compelled to seek more… triggers curiosity… desire to become involved.

‘Fiji me’ – Analysis of Message Take-out

– The message is Fiji will relax you– It will draw you in… seduce you… captivate you– It will pamper you– It will transform you– It will stir your imagination– It wants you

It will change you

• This proposition establishes high expectations but places Fiji outside of any direct competitive comparison.

‘Fiji me’ – Analysis of Engagement

• Immediate and strong emotional involvement with visuals and text– Idyllic… ‘warmed’… tranquil… seduced– Immersed… embraced… embedded… tranquil– Poetic… ‘goose bumps’– My imagination and desires triggered

• Opens a dialogue based on feelings– Sensory– Emotionally– Experiential

I am invited… included… and transformed

“Me… the place… the people… I’m Fiji’d”

‘Fiji me’ – Analysis of Engagement

• The audience feels drawn in… integrated… involved… engenders a desire to discover more.

“Because it says less, you imagine (and want to know) more!”

Next Steps• The global campaign is currently in production with new photography

scheduled for March.

• The campaign will be launched in all markets early in the second quarter.

• We will inform you of our detailed plans in each market so that you have the opportunity to support our brand campaign with your own tactical advertising.

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