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 a new audience of authenticity seeking travellers that Fiji is more than a superficial flop and drop destination.

At a time when travelers craved authenticity from their destinations and experiences, Tourism Fiji's new brand platform, "Where happiness comes naturally," shifted the focus from clichéd tropical scenery to the rich culture of happiness found in Fiji's people. By partnering with a National Geographic photographer, we showcased a more authentic side of Fiji as a holiday destination, one where happiness was derived from family, food, and spectacular surroundings. In doing so, we created a campaign that attracted tourists without focusing on them.