Fiji had long been known as a family favourite, pigeonholed as a "flop and drop" destination and indistinguishable from other tropical nations filled with golden beaches and smiling tourists. They needed a new way to stand out and increase visitation, while staying true to their core strategy of Happiness. The challenge: Convince travellers that Fiji is more than a superficial flop and drop destination.

The campaign launched mid-December 2021. It’s already clear that this approach is resonating with travellers and stakeholders alike, with a substantial impact on visitation numbers compared to the same period in 2019. Web traffic up 47% since campaign launch. And campaign tracking shows that 92% of people who have seen the campaign want to visit Fiji. To a country where tourism contributes almost 40% of GDP, tourism marketing is a government priority. Understandably, the Fijian Government is very supportive of the new approach. “To see the spirit of our nation, the warmth and joy, shine through in our new brand just reinforces what a special nation we are” said Hon Viliame Gavoka, Deputy Prime Minister of Fiji and Minister for Tourism and Civil Aviation, in speaking about the Tourism Fiji brand campaign.