What
This year, Tourism Fiji will roll out a revitalized global brand campaign that builds upon the destination’s current brand messaging of “Where Happiness Finds You” and showcases the range of unique experiences that are offered throughout Fiji’s 333 islands.
Why It Matters
Produced by Saatchi & Saatchi New Zealand, the campaign — which will span many types of media and target varying demographics, such as families, couples and adventure and luxury travelers — is meant to highlight what Fiji offers visitors beyond relaxation. It’s the perfect opportunity to refine how you sell the country, and introduce it to new clients. (www.fiji.travel)
Fast Facts
- Independent research undertaken in Tourism Fiji’s key markets revealed that target audiences were aware of Fiji’s natural beauty and environment, but that they weren’t as aware of the variety and quality of experiences throughout the destination.
- The campaign will highlight Fiji’s “Bula Spirit” and use powerful imagery to evoke an emotive response.
- The suite of assets span television commercials, out-of-home, digital and online, cinema and social media, and variations of the campaign have been made to appeal to different global markets, including the U.S., the U.K., Europe, China, Japan, Singapore, India, Australia and New Zealand.
- Tourism Fiji is also developing a new website that will launch this year and will share personal stories through video, featured blogs and listicles that will highlight the diversity of experiences available throughout the destination.
What They Are Saying
“Fiji is famous for its stunning environment, world-class resorts and, of course, its hospitality,” said Matthew Stoeckel, CEO of Tourism Fiji. “The new creative assets also showcase the wide range of experiences within the destination, while continuing to showcase Fiji’s stunning landscapes and sharing the ‘bula spirit’ of Fiji, which makes it the place where happiness truly finds you.”
“Everyone who comes to Fiji seems to leave happier,” said Toby Talbot, chief creative officer of Saatchi & Saatchi New Zealand. “The authentic spirit of the people and the place are what makes it such a uniquely happy place in the world right now. Everything we have created is grounded in the extraordinary emotive connection that the Fijian people make with visitors. From the incredible singing to the addictive ‘bula!’ of locals that greet you throughout the islands, this campaign is about bottling that happiness and sharing it with the world.”
The Details
Tourism Fiji
www.fiji.travel