Marking 12 years since the island nation’s first destination marketing campaign.
Tourism Fiji has unveiled a new global brand platform, Where happiness comes naturally, produced in collaboration with global creative agency Host/Havas and media agency Havas Media.
Marking 12 years since the island nation’s first destination marketing campaign, which encouraged visitors to find their happiness in Fiji, the new brand platform shifts the focus to the local people, stunning natural environment, rich culture, and authentic experiences that Fiji offers, showing tourists that the source of the islands’ happiness is derived from the breadth and depth of Fijian culture itself.
Tourism Fiji chief marketing officer, Emma Campbell said: “Our happiness brand platform has attracted people from all over the world. 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.
"We’re proud to roll out this meaningful brand platform; ‘Where happiness comes naturally’ which celebrates the people of Fiji, showing that here, happiness really does come naturally to us, but there is more than enough to share.”
The Tourism Fiji team and agency partners worked with a broad cross section of local Fijians, ensuring the Fijian culture was authentically and meaningfully represented.
This manifested in Fijian culture - rather than the traditional focus on tourists - being at the heart of the platform, which was stunningly captured in static imagery by renowned National Geographic photographer Matthieu Paley and in film by Finch’s Kyra Bartley.
Jon Austin, executive creative director at Host/Havas said:“It was such a privilege working with the Tourism Fiji team to go beyond the poolside pina coladas and add new authenticity and depth to the happiness found in such abundance in Fiji; a spirit that has existed for generations.
"From collaborating with local artists to recording music in village homes and voice overs in the three primary languages of the country (iTaukei, Fiji Hindi and English) to spontaneously and genuinely capturing this Fijian spirit with National Geographic photographers, we couldn’t be happier with how the new global brand platform flips the traditional tourism dynamic and celebrates this incredible place and its incredible people.”
Tourism Fiji’s new brand platform, ‘Where happiness comes naturally’ is rolling out in key and emerging markets with out of home, TVC, a refreshed website, and across digital and social channels.
Credits:
Client: Tourism Fiji
Agency: Host/Havas
Film >
Production: FINCH
Director: Kyra Bartley
Facilitation Production Company: Welcome Fiji
Post Production: Fin Design + Effects
Edit: Adam Wills
Colourist: Fergus Rotherham
Music + Sound: MassiveMusic Sydney
Australian Casting: Mackintosh Casting
Stills >
Photography: Matthieu Paley c/o Bespoke Reps
Stills Production Company: Chee Productions
Facilitations Production Company: Mauve Marketing Fiji
Media: Havas Media
PR: Red Havas
Head of Global Marketing - Srishti Narayan
Global Marketing Specialist – Anaseini Bakaniceva
CMO – Emma Campbell
