Mumbrella360: The best gig going? An Aussie marketer’s job selling paradise
At Mumbrella360 this morning, Brent Hill, CEO at Tourism Fiji, shared how the brand’s tagline ‘Where Happiness Comes Naturally’ was created, and how he and his team managed to rebuild Fiji’s reputation post-Covid.
Hill moved to Fiji in the middle of the pandemic and was tasked with reinventing the ‘Covid capital’ of the world.
“There were only four economies that were lower than Fiji’s during this time. It was Afghanistan, Lebanon, Syria and Palau. Then Fiji,” he said.
“That was how bad it was.”
Hill’s first move was to create a ‘Fiji is open’ campaign, and after sitting down with the Fijian Government to assist in doing whatever needed to be done to reopen the country, the simple execution launched.
“This was when we were all in lockdowns and this campaign was really great to get people to start thinking about Fiji,” Hill said.
“We knew that we had momentum going, and so we started to use PR really strongly to support it.”
Tourism Fiji then enlisted actress Rebel Wilson for a second campaign following the pursuit of happiness.
“[Wilson] ad-libbed virtually all of that campaign and the comedic moments and so on,” he said.
“We put that out and it had around 150 million views around the world.”
The campaign inspired Fiji’s rebrand to its now iconic tagline – ‘Where Happiness Comes Naturally’.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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