NEWS

Leveraging The Rugby Sevens Gold In Rio

Fiji’s gold medal exploits on the rugby field at the Rio Summer Olympics has given the country global media attention which Tourism Fiji and Fiji Airways are capitalising on. The
20 Aug 2016 15:35
Leveraging The Rugby Sevens Gold In Rio
Leverage

Fiji’s gold medal exploits on the rugby field at the Rio Summer Olympics has given the country global media attention which Tourism Fiji and Fiji Airways are capitalising on.

The Ministry of Industry, Trade and Tourism is supporting Tourism Fiji and Fiji Airways to leverage the opportunity through tactical marketing activities, social media channels and public relations activities.

Minister for Industry, Trade and Tourism Faiyaz  Siddiq Koya says the “happiest place on the planet, Fiji, has become happier after the success of the Fiji Men’s Rugby Sevens team”.

“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 to 15 August” he added.

Figures gathered from Tourism Fiji’s social channels from August 12 to 15 reveal that engagement with fans was at an all-time high as a result of the win and Tourism Fiji’s social media activities. Tourism Fiji’s Facebook daily average reach over the four days was well over 175,000 fans.

Fiji Airways managing director and chief executive officer Andre Viljoen said: “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.

“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.

“This is just the beginning. Tourism Fiji and Fiji Airways both have plans in place to continue the momentum going as the players return to Fiji on Sunday, August 21.”

 

Feedback:  jyotip@fijisun.com.fj

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