As the US Presidential campaign reaches an even more shrill fever pitch with each passing day, a trending hashtag on social media generated by Michelle Obama has cast a gigantic spotlight on a small private island resort in the South Pacific.
The hashtag is #vomo – which stands for ‘Vote Or Miss Out’ – but there is also a well-known luxury Fiji resort named Vomo as well.
.@kevinhart4real, I'm counting on you to help get everybody registered and ready to vote! Join us tonight for #VOMO: Vote or Miss Out at 10|9c on @abcnetwork.— Michelle Obama (@MichelleObama) September 14, 2020
Before you tune in, register to vote with @whenweallvote at https://t.co/A8xjAkHip6. pic.twitter.com/zdkMFyhq5g
Given the state of presidential race, those interested to find out more about Mrs. Obama’s #vomo campaign and subsequent television broadcast generated a massive increase in Google searches for the acronym.
That was enough to increase traffic to the resort’s website by 85 percent, and give a 122 percent increase in search impressions overall, providing free brand exposure and travel enquiries from interested US citizens wanting to know more about the island.
Vomo is already a favourite of a number of VIPs with regular guests including models Elle Macpherson and Jennifer Hawkins, Prince Albert II of Monaco and Princess Charlene of Monaco, Olympian Ian Thorpe and rugby union players Matt Giteau and John Eales.
Vomo’s Director of Sales & Marketing, Karen Marvell, said the exposure was ‘serendipitous.’
Ms Marvell said, ‘We’re more than happy to share #vomo with such a great cause. And of course we’re loving the new exposure that has allowed our brand to be seen by a larger audience. It’s been quite the welcome windfall during such a turndown in business due to COVID-19 travel restrictions. We’re excited our beautiful island home has been discovered in such a serendipitous way.’
Full disclosure: the writer of this article is a Fiji citizen and as a very young boy used to go to Vomo Island regularly on weekends before it was developed. Alas, he received no payment or value in kind for penning this piece.