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Rebranding Fiji Airways through IoT: A Home Away from Home
Applicable Functions
- Sales & Marketing
The Challenge
Fiji Airways, in an effort to rebrand itself, sought to encapsulate its unique sentiment in a profound and engaging way. The challenge was to create a content series that would resonate with audiences in Australia, New Zealand, Fiji, USA, and Hong Kong. The goal was to find deserving individuals with real stories and hardships who had never travelled overseas. The airline also wanted to capture the essence of Fiji as a 'home away from home' through the experiences of world champion surfer, Kelly Slater, who had been visiting Fiji annually for the past 24 years.
About The Customer
The customer in this case study is Fiji Airways, the flag carrier airline of Fiji. The airline was looking to rebrand itself and wanted to encapsulate its unique sentiment in a profound and engaging way. The goal was to resonate with audiences in Australia, New Zealand, Fiji, USA, and Hong Kong, and to find deserving individuals with real stories and hardships who had never travelled overseas. The airline also wanted to capture the essence of Fiji as a 'home away from home' through the experiences of world champion surfer, Kelly Slater.
The Solution
The solution was a three-piece content series that was developed and launched by iris Sydney. The series put out a call to the target countries to find deserving individuals with compelling stories who had never travelled overseas. The content series also included a candid interview with Kelly Slater, who shared his experiences of discovering Fiji as his 'home away from home'. He spoke about his annual visits to Fiji over the past 24 years and his experiences with the Fijian people and culture. The content series was promoted on digital platforms and services, leveraging advertising and social media to reach a wider audience.
Operational Impact
Quantitative Benefit
