Tourism Fiji’s efforts through its International Media Visitation Program (IMVP) to attract top media brands from its key source markets to strategically collaborate and promote the country as a top destination for travellers from around the world is proving to be an excellent return on investment for Fiji.
The latest success of Tourism Fiji’s IMVP is a dedicated 70-page spotlight on Fiji in Corporate Traveller – a high quality quarterly magazine with exclusive readership particularly from Australia and New Zealand, including New Zealand’s top 500 CEO’s, premium airline lounges, corporate cabs, and many other targeted outlets.
Tourism Fiji hosted Corporate Traveller’s publisher, Mr Bruce Laybourn between 23 March and 4 April this year. The programme included a tour of Fiji starting from Suva, meetings and interviews with various Ministers of Government and Investment Fiji, and visits to Pacific Harbour, the Coral Coast, Nadi, the Mamanuca’s, and Savusavu.
The result of which is a “Fiji on Focus” special in the Aut-Win Edition of the Magazine. The main focus of the story is tourism’s contribution to Fiji’s economic prosperity, interviews with political and industry leaders, as well as sections on “Luxury Escapes” and “Business Excellence”.
“From the magazine’s point of view, the exercise began more an exploration of how things are going in Fiji, perhaps with an emphasis on MICE opportunities and luxury escapes for busy executives. The story quickly grew into a much deeper story on how Fiji’s unique and happy lifestyle is luring huge investment and new businesses,” Mr Laybourn says.
Mr Laybourn adds that the Magazine has an extremely long shelf-life and is retained as reader material for months, even years, after print.
The Corporate Traveller reader is active and affluent, the ideal visitor or investor to Fiji.
Tourism Fiji Director of Events, Ms Sally Cooper says that the opportunity came at a very minimal cost to Tourism Fiji as the Magazine was hosted by the different properties and the airfares were provided by Fiji Airways.
“This has been a good investment as it is a direct way for us to link with the key target niche markets and deliver concise up to date information on the tourism industry and Fiji. It is important for us to be able to bring independent writers to experience Fiji first hand and to deliver positive information,” Ms Cooper explains.
“Corporate Traveller has a very discerning clientele that are looking for luxury high-end products, great getaways for them and their families, as well as destinations for conference incentives and events. This market is also looking for investment opportunities and with the current stability in Fiji there is plenty of potential for investment,” she adds.