Tourism Fiji has revealed a revitalised global brand campaign that’s ready to roll-out in 2019, building on the destination’s ‘Where Happiness Finds You’ message while showcasing the breadth of experiences available.
Independent research undertaken in Tourism Fiji’s key markets revealed that target audiences were aware of Fiji’s natural beauty and environment, however, they weren’t as aware of the variety and quality of experiences throughout the destination.
The campaign has been developed to demonstrate that the Fiji brand goes beyond just relaxation by highlighting Fiji’s ‘bula spirit,’ and emphasising the range of unique experiences that are offered throughout Fiji’s 333 islands.
The suite of assets developed span TV commercial, out-of-home, digital/online, cinema, social media and variations have been made to appeal to families, couples, adventure and luxury travellers around the world.
“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.”
CEO for Tourism Fiji, Matthew Stoecke
Saatchi & Saatchi New Zealand developed multiple versions of the campaign assets to suit each of Tourism Fiji’s global markets including the USA, UK, Europe, China, Japan, Singapore, India, Australia and New Zealand.
The campaign is rolling out across the destination’s social media channels, before launching in paid media activity in Tourism Fiji’s core markets in 2019.
“Everyone who comes to Fiji seems to leave happier. The authentic spirit of the people and the place are what makes it such a uniquely happy place in the world right now,” Toby Talbot, Chief Creative Officer, Saatchi & Saatchi New Zealand said.
“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.”
Tourism Fiji is also developing a new website to be launched in 2019 which will share personal stories through video, featured blogs and listicles which highlight the diversity of experiences available throughout Fiji.
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