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Showcasing Fiji Through Rugby

Showcasing Fiji Through Rugby
Local Highlanders fans ready for the big day on Saturday, June 30, at ANZ Stadium, Suva. Photo: Fiji Sports Council
June 15
10:51 2018

It is a game that creates an excellent opportunity to showcase Fiji Tourism, Trade and Industry and to illustrate the innovation of the country in the context of hosting top tier international sporting events

With a potential viewership of close to 1.1 billion viewers across the globe, the one annual Super Rugby match in Fiji has reached more than a tenth of the global audience.

 

GLOBAL REACH

Over the last two years, the Fiji Government has successfully hosted and worked with Super Rugby franchises’, the Gallagher Chiefs and the BNZ Crusaders to have their matches played in the nation’s capital, Suva at the ANZ Stadium.

The game which has a major global reach, broadcasts in over 13 global markets across Europe, Africa, Asia, South America and Asia Pacific.

And with a broadcast partner that markets across these different continents, Sky Television has brought the Fiji brand a 27 percent visibility account through 1948 seconds (32 minutes) of direct Fiji Tourism related brand exposure.

From the lead up to the main game, the interviews, the team coverage, the marketing, the sponsorships and especially the loyal fans to name a few, the Super Rugby game in Fiji is one that directly markets the Fiji brand and puts the nation on the map with 151 hours of global-television air time.

This brand exposure is also done through major advertising platforms including 3D Grass signage, Digital LED screens, Postcard images, In- broadcast TV graphics, overseas editorial overage and visitor attendance.

 

ADDITIONAL EXPOSURE

The Sky TV NZ interview of the Attorney General Aiyaz Sayed-Khaiyum last year has generated additional quality exposure for Fiji during the Half-Time programme, which again focused the non-game content on the fixture destination of Fiji

From the markets that were monitored, the viewership has increased by 18 percent over 2016 with 2.4 million viewers where the biggest broadcast audience came from the Sky Sports coverage in New Zealand with a reach to over 400K.

Live attendance at the match was approximately 14 – 15K at the game itself with a significant number of international guests.

It is a game that impacts not only those that will be there for the main match, but also places the nation on the map in in the context of hosting top tier international sporting events.

Feedback:  leonec@fijisun.com.fj

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