Tourism Fiji launches ‘Where happiness comes naturally’ global brand platform via Host/Havas
Just over a year on from Fiji re-opening to tourists, 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.
Says Emma Campbell, chief marketing officer, Tourism Fiji: “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.”
Over three months, 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.
The new logo, which fuses modern typography with the traditional Fijian art form of masi, 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’ taps into a growing consumer desire for meaningful travel experiences that create a connection to culture and communities. A recent study into sustainable travel revealed that 66% of travelers want to have authentic experiences representative of the local culture.
Says Jon Austin, executive creative director at Host/Havas: “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.
“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.”
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.
#happinessnaturally #fijihappy
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
Composer: Haydn Walker
Sound Design: Abby Sie
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
25 Comments
Gawd.
F I J I
Always excellent work from Kyra.
Beautiful work
F I J I
It’s phonetic, say it in a Fijian accent.
Good line and executions.
Lovely. Makes me want to go.
Love this. Booking my trip now!
Something for almost everybody
But nothing new
The photography is really beautiful, its just a shame the film is so generic and cheesy. It feels like it could be any number of island holidays, blue water, smiling people, walking on long beaches, mixed in with a few indigenous shots. In order for this to feel unique, what does Fiji have to offer culturally that can be shown. And I don’t just mean dancing in grass skirts, or making Fijians smile and laugh at each other outside their homes forcedly. Look at what Indonesia did in the early 1990’s to launch in Australia, there was a print campaign that won at Cannes (not that that matters) but they took the culture of a native people and made it exciting and interesting. This is bland and same shit different smell to everything else.
Agree. Also, do have a link to that Indo campaign? Would like to see it.
Lovely stuff
Nice work.
DOP is Sean Ryan
Nice work
You know the agency/production company got the CB memo when people are on here praising average, twee wallpaper…
I’ve seen this comment on here a few times now and I find it so strange. Does your agency actually do this? Does CB actually encourage agencies to do it? I’ve worked at a few places and haven’t encountered any that do. I don’t work for this agency or the production company responsible and I like the work a lot. Do I get to have that opinion or must I secretly be responsible for this work according to CB’s club of Angry, Average and Anonymous?
Yawn
Better than prior agency attempts.
Read the PR but it still comes across as QLD in a sarong.
A worryingly boring 60 seconds of blandness
So….why is the over-riding emotion of this film so sombre, flat and reflective? Shouldn’t it make me feel happy? Because it doesn’t.
That aside, it provides no new news about the Fiji brand. A missed opportunity. A mixed emotion.
Maybe you’ll just never truly feel happy
Ranging from exuberant to contented. And yes, relaxed.
Contented and ‘in the moment’ shouldn’t be confused with sombre or downbeat.
No wonder we’re in the midst of a mental health crisis.
Stop moaning, over thinking and embrace life for a week or two like a Fijian.
Happiness might just happen.
Bula.