The owners of Vomo Island resort, an exclusive, upmarket vacation destination in Fiji, wanted to increase occupancy. Their primary target audience were New Zealanders, given the relatively close proximity in the Pacific.
JD visited the island (one of the terrific perks of the marketing game!) and was blown away by just how private and opulent the resort was. Having designed lots of major promotions for big media companies like News Ltd, Fairfax & the Nine Television Network, JD decided to offer some Free Holiday prizes to major New Zealand media companies.
He created an incredible mass-market promotion with The New Zealand Herald newspaper, a publication which targets the wealthier demographics. Hence this was a “message to market match” scenario – the right incentive to the right audience.
The newspaper agreed to publish an entire promotional wraparound on its weekend publication, promoting the chance to win one of four Vomo Island vacations.
The results were INSTANT – the Vomo Island resort was solidly booked out for the foreseeable future! And the newspaper got its benefit as well – increased circulation. Oh, did we forget to mention that aside from giving away a few free rooms, this Wow factor marketing campaign COST THE RESORT NOTHING!!