Tourism Fiji’s latest iteration of ‘Where happiness comes naturally’ marks 12 years since Tourism Fiji first used happiness as their positioning.
The campaigns are known for prompting 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.
AdNews spoke with Emma Campbell, Tourism Fiji’s CMO: "We knew that happiness was the right brand platform for Fiji so we always intended to stay true to that. As a country Fiji’s sense of community, spirituality and sharing which are core to what makes Fiji a happy place, were even more apparent through the pandemic so while we need a shift, it was very much about staying true to Happiness.
“Secondly, we used our Masi artwork to help create the new logo. This was a piece of art that was created for our brand a number of years ago, and we had used it in various different ways. This time round, we actually have incorporated it into our logo which we feel makes a really strong cultural statement.”
The CMO says that whilst happiness is a brand truth, it is not something that is just for show when tourists arrive.
She said: “Since 2012, our tourism brand tag ‘Where Happiness Finds You’ has been a gold standard territory for Fiji. Although happiness is a brand truth that we didn’t want to steer away from, we wanted to acknowledge that happiness isn’t something that is turned on for tourists – it’s how Fiji lives.
“The new direction celebrates the culture of Fiji and its people, showing that community & family, spirituality, the spirt of sharing, gratitude, and inclusion all contribute to Fijians’ way of life to inspire happiness.
“We’ve spent several years telling the Fiji story from the perspective of visitors and given what we know about visitors increasingly wanting more authentic travel experiences, it felt like a natural evolution to shift perspective and tell our story from the eyes of the people of Fiji.
“When people think about travelling to Fiji (Twenty31 brand research, April 2021 – April 2022), the top three reasons they give for choosing Fiji are:
1. Relax and recuperate
2. Enjoy the sea and the beach
3. Experience different cultures and ways of life
“With Fijian Culture and way of life being the true differentiator, we wanted to lean into this and really invite the world to share this. ‘Where happiness comes naturally’ – spoke strongly to that. In a way it’s about turning the country inside out, so the spirit is the hero – and all who visit get to experience and connect with that spirit.”
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