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Gen-Z Media Opps: Tourism Fiji launches first campaign from new media, digital AOR (Score 65)

9thWonder Agency as its media and digital AOR. The agency's new "Find Your Bula" campaign, complete with an interactive quiz, is centered around the Fijian greeting "bula," which has many meanings such as hello, happiness, good health and the energy of life.

This shift comes not long after TF named Brent Hill, the former executive marketing director at the South Australian Tourism Commission, as CEO in July 2021. Considering his background, Hill will likely affect the organization's marketing strategy.

So far this year, Pathmatics reports TF has only spent roughly $1.8k on digital ads. The organization's estimated full-year 2020 spend reached $14.2k, a sliver of that of $783.8k in 2019, and last year, it didn't utilize this channel after this point. TF has earned around 226.5k digital impressions YTD via Facebook (72%) and Instagram (28%) ads.

Hopefully, spend will pick back up soon to support the organization's new campaign. Right now, it seems to primarily be targeting Gen-Z via paid social; it may expand into additional digital channels down the road such as OTT and/or podcast. Sellers able to offer relevant ad space should get in touch soon.

Agency & martech readers - Agency reviews often follow one another, especially if they follow major leadership shifts, so get in touch soon to see if creative, PR and/or social media managent services.