Tourism Fiji has unveiled new branding and advertising that positions Fiji as the happiest place on earth. This is the culmination of a new global strategic direction launched around the world with a new website design, social media/PR and advertising campaign.
The branding reflects consumer insight that identified Fiji as the Happiest Place in the World in the 2011 WinGallup Global Barometer of Happiness.
CEO of Tourism Fiji, Rick Hamilton said this finding provided the perfect opportunity for the development of a new creative platform: ‘Fiji – where happiness finds you.’
“When you think about it, the whole world is continually looking for happiness,” Hamilton explained. “But actually, it’s Fijians, the people who are trying the least, who have it the most. We wanted to demonstrate why Fiji is the happiest place in the world and ultimately to show how this happiness can be transferred to our visitors.”
Hamilton said the brief was to develop the brand and strategy to represent the essence of Fiji – the people’s spirit and friendliness, the place and the experiences.
“Fiji offers an idyllic environment and diversity of experiences and this gives it a unique identity,” Hamilton added. “The locals make our visitors smile and feel happy and we also wanted to demonstrate the culture and choices offered on our serene and relaxing tropical islands.”
The campaign features brand themes that best represent Fiji: happiness, relaxation, romance, families, surfing and adventure.
“This is crucial, because it’s what sets Fiji apart from other island destinations. They all have beautiful beaches, sun and clear water, but none of them make you feel the way Fiji does,” Hamilton said.
The campaign was shot over two weeks on location in Fiji in the Mamanuca and Yasawa island groups, Denarau, Nadi, the highlands and the Coral Coast on Viti Levu and Tavenui in the north.