Sydney agency Bounce launches Fiji Airways to the globe by selling everything but flights
CB Exclusive – Independent Sydney agency Bounce has flipped the idea of airline sales on its head with a global campaign for Fiji Airways, selling everything from paddleboards to pink sandals, and 3 hours of silence, with return flights to paradise hidden inside the deals.
The campaign tackled a familiar problem: Discounted fares alone don’t cut through in a crowded market where travellers are conditioned to expect constant deals. Bounce’s solution was to find new hooks for the variety of audiences who travel, creating excitement for all the experiences found in Fiji and positioning flights as the bonus that came “included.”
Says Joel Chapman, Executive Creative Director at Bounce: “Flights are the necessity that take you to other countries, but it takes more to turn your trip into a memorable holiday. By selling Fiji itself; the sleep, the silence, the sandals, the sunsets… we made the journey as enticing as the destination.”
The integrated campaign saw the brand launch a new platform ‘Flights Included’, seeding Fiji Airways’ ‘big ticket items’ everywhere travellers were already browsing, with surreal offers like:
A Full Night’s Sleep — $889 (Flights Included)
Dinner With a View — $889 (Flights Included)
Lounge Pass — $699 (Flights Included)
Priority Boarding — $709 (Flights Included)
And more…
These unexpected ‘products’ reframed the real benefits of flying Fiji Airways and drove buzz with a treasure-hunt concept that offered lucky travellers a deal like no other, in Fiji itself.
Says Jacob Lumsdaine, Associate Creative Director, Bounce: “Our job was to take the ordinary and make it unmissable. Selling flights like they were beach umbrellas or paddle boards reminding people that Fiji Airways is more than just a way to get there… it’s the start of the holiday itself.”
The campaign continues to run globally across all channels.
Client: Fiji Airways
Christina Templin
Donita Tuilevuka
Jonathan Emberson
Creative Agency: Bounce
General Manager: Danielle Collins
Executive Creative Director: Joel Chapman
Associate Creative Director: Jacob Lumsdaine
Art Director: Mikey Felczynski
1 Comment
I kinda like the concept and the umbrella version almost works, but there is too much going on in most of the executions and I don’t know where to look. You’re talking holidays and yet you use a lot of red type!
Then when it’s mentioned about not being typical airline advertising, there is the cliched shot of the business class passenger & seat, the lay-flat bed and the stock shot of the kids being entertained.