Fuji Island: Picture Perfect Paradise
Fully integrated campaign.
Fujifilm tasked CampaignLab to launch its most exciting mirrorless camera to date, the X-T3. Unlike previous products aimed squarely at professional photographers, the X-T3 had broader appeal, so the campaign needed to connect professional photographers and everyday consumers alike.
A common ground among photographers of all ability is a love of travel. With research showing that millennials pick travel destinations based on their “Instagrammability”, we needed to create an Insta-worthy and unique travel experience to launch the camera and engage both audiences.
So we launched an entire tropical island in the South-Pacific.
Welcome to Fuji Island
A short boat ride from Fiji, Fuji Island was the ultimate picture-perfect private island with world-first services, breathtaking sunsets, crystal-clear lagoons and private beaches.
Available for consumers (and photography enthusiasts) to book a stay, Fuji Island was transformed to provide an immersive brand experience. It came fully equipped with the full Fujifilm range, a team of nine staff (including two gourmet chefs), water activities and spa treatments, a longboat complete with Captain for island-hopping AND an ‘on-call’ personal photographer to capture the perfect snaps!
To launch the island, a fully integrated communications plan was executed using a three-pronged strategic approach: launch, amplify and maintain – leveraging PR, social, digital marketing, video production, and more.
To launch, sixty guests, including leading lifestyle media, were treated to a private tour of Fuji Island, testing out Fujifilm products while enjoying a slice of paradise.
To keep the X-T3 front-of-mind and give the campaign longevity, a three month long media and influencer famil program to the island was unveiled. Throughout the private stay, guests could experience Fuji Island in all its glory, publishing reviews and their thoughts on the X-T3.
By opening Fuji Island to consumers, we made it the “must visit” travel destination of the year.
We also ran a social competition to win a stay on Fuji Island. The must-have experience proved a hit among a new demographic, with the highest level of engagement recorded for any Fujifilm social post to date.
Fuji Island put Fujifilm on the map, quite literally! Fujifilm was able to reach a new demographic and ensure the X-T3 became their best-selling mirrorless camera in 2018. The results speak for themselves:
• 100+ pieces of coverage including news.com.au, Traveller and Marie Claire
• 10m+ social reach, 1,700+ comments and 137,000+ likes
• 2,800+ website views, with 30 booking enquiries
• A 25% increase on Q4 YOY sales