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Tourism Fiji reveals new global brand platform via Host/Havas and Havas Media

A year after opening its borders to tourists, Fiji is ushering in a new age of travel, with the island nation’s tourism body revisiting its “happiness” motif.

The new global brand platform, “Where happiness comes naturally” is the first work to come from the organisation since it appointed Havas Village to handle its creative, CX and media accounts.

Launching 12 years after Fiji’s first destination marketing campaign, which encourage visitors to find their happiness in Fiji, the new platform shifts the focus to the local community, natural environment, rich culture and range of authentic experiences the nation offers.

The campaign marks a distinct shift from the tourism body’s last major campaign from its previous creative agency of record, The Hallway, which saw Rebel Wilson happily stranded in Fijian waters.

Tourism Fiji chief marketing officer, Emma Campbell, commented: “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.”

In developing the launch campaign, Tourism Fiji and its agency partners spent three months work with a broad intersection of local Fijians, ensuring that Fijian culture was authentically and meaningfully represented.

The static imagery used for the campaign was captured by National Geographic photographer Matthieu Paley, with footage shot by Finch’s Kyra Bartley.

With the new platform also launches a new logo, which combines modern typography with the traditional Fijian art form of masi. The logo was designed in collaboration with third generation Fjjian masi artist Wati Maraiwai Talavutu. She comments: “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. I’m proud to be a part of this new campaign that honours the rich and diverse cultures and traditions that exist within Fiji.”

‘Where happiness comes naturally’ reflects insights into a growing consumer desire for meaningful travel experiences, with Booking.com’s Sustainable Travel Report 2022 revealing that 66% of travellers want to have authentic experiences representative of the local culture.

Jon Austin, executive creative director at Host/Havas commented on the new direction: “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…  and celebrates this incredible place and its incredible people.

“We’re thrilled to bring ‘Where happiness comes naturally’ to the world and show how a culture that has mastered happiness is perfectly placed to offer holiday experiences that bring genuine happiness to those lucky enough to visit.”

The campaign rolls out in key and emerging markets across out-of-home, TVC, digital and social, as well as a refreshed website.

Credits

Client: Tourism Fiji
Head of Global Marketing – Srishti Narayan
Global Marketing Specialist – Anaseini Bakaniceva
CMO – Emma Campbell

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

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