Tourism Fiji is introducing ‘Where happiness comes naturally’ as a new brand platform to boost tourism a year after the destination reopened its borders.
Produced in collaboration with global creative agency Host/Havas and media agency Havas Media, the new global campaign celebrates Fiji’s people and culture.
The new brand platform aims at showing travelers that the source of Fiji’s happiness comes from the island’s culture itself. Instead of promoting the destination from the perspective of tourists, the campaign casts a light on local people, its natural environment, its rich culture, and the unique experiences that travelers can enjoy while visiting the destination.
We have always told the Fiji story from the perspective of visitors, but we wanted to flip the narrative and show that the source of happiness a Fijian holiday brings, is Fijian culture itself.Emma Campbell, Chief Marketing Officer, Tourism Fiji
According to Emma Campbell, Chief Marketing Officer of Tourism Fiji, the happiness brand platform has attracted people from all over the world.
To create the brand platform, Tourism Fiji collaborated with a series of local partners to ensure that the Fijian culture was authentically and meaningfully represented in the marketing project.
Tourism Fiji collaborated with local artists to record music in village homes and voice overs in the three primary languages of the country (iTaukei, Fiji Hindi and English).
The essence of the destination was spontaneously captured in photos by renowned National Geographic photographer Matthieu Paley and in film by Finch’s Kyra Bartley.
Additionally, the new logo was designed in partnership with Fjjian masi artist Wati Maraiwai Talavutu, who mixed modern typography with the traditional Fijian art form of masi.
Being given the opportunity to create a new logo that celebrates our heritage and showcases our traditions to the world has been an incredible experience.Emma Campbell, Chief Marketing Officer, Tourism Fiji
The new brand message is in line with the growing visitors’ desire for authentic travel experiences that allow them to explore the local culture and connect with local communities.
‘Where happiness comes naturally’ is rolling out in key and emerging markets with out of home advertising, TVC, a new website, and across digital and social channels.