The creative strategy behind ‘Where Happiness Comes Naturally’ is an example of how unearthing a unique cultural insight inspired work that completely transformed the Tourism Fiji brand. The thinking formed the foundation of a new brand platform, identity, refreshed website and global campaign. The strategy radically shifted Fiji from a flop and drop destination to a culturally oriented destination, reflecting the needs of a new audience who are seeking more authentic travel experiences. For a country that relies on tourism for almost 40% of its GDP, this strategic reframe was a need-to-have.

Like many destinations, Fiji tourism has suffered as a result of the pandemic. For a small island nation that relies on tourism – it is almost 40% of Fiji’s economy – the impact was felt far and wide. Post borders opening, it was critical to help Tourism Fiji get Fiji’s economy back on track by promoting the 333 islands.

Over the last decade, this promotion has been delivered by marketing Fiji as a leading destination for safe and easy family holidays under its ‘Where Happiness Finds You’ platform. This resulted in tourists taking the centre stage in marketing, and Fijian culture being relegated to the background. However, as travellers have begun seeking more authentic experiences, this 'family' strength was becoming a weakness. So, in a sea of beautiful island destinations, the brief was to change perceptions of Fiji in order to grow interest and visitation.

We’d need to do more than show Fiji as an island destination – it’s almost impossible to tell one island destination from another. To challenge perceptions, we’d need to address two major areas:

Dimensionalise happiness

Fiji regularly tops surveys for the happiest countries in the world, and its happiness platform was well-established – moving away from it completely would be a mistake. However, on its own, happiness not only risked feeling superficial - it was also ubiquitous in other categories.

From cocktails to culture

Visitors who weren’t interested in lounging poolside were discounting Fiji, even though it offers a range of experiences. In fact, most travellers stated that ‘getting under the skin of the local culture’ was now vital in choosing a destination. However, Fiji marketing was lacking cultural depth.

The challenge: Convince an audience of authenticity seeking travellers that Fiji is more than a superficial flop and drop destination.

With a need to deepen the happiness Fiji is known for, we went to experience it not as a holiday, but as a culture.

Welcomed into villages, we asked locals what happiness meant to them. It was these interviews that provided the light-bulb moment.

Interviews uncovered that happiness doesn’t find you in Fiji - it surrounds you.

Key insight: Happiness is not something Fijians turn on for tourists; it is an outcome of Fijian culture developed over generations, and the result of communal living, strong family bonds, and deep-routed spirituality.

In searching for a depth to happiness, we found the answer in Fijian culture itself. And with Fijian culture as the source of a happiness, we had a new cultural lens through which we could position the destination and its experiences.

Strategic proposition: holiday experiences that deliver genuine happiness from a culture that has mastered it.

From this strategy, we rebranded Tourism Fiji by putting Fijian culture, and the happiness it’s built on, front and centre.

Brand platform

A subtle but transformative shift from ‘Where Happiness Finds You’ to ‘Where Happiness Comes Naturally’ highlighted Fiji as more than a postcard destination, instead showcasing a genuine perspective on happiness.

Brand identity

The previous identity had its origins not in culture, but in smiling faces. To create a culture-first identity, we partnered with a third generation Masi artist to create traditional motifs which symbolised facets of Fijian cultural happiness: nature, sharing, food and drink, warm welcomes.

Global campaign

The campaign showcased the vast experiences available in Fiji, beyond poolside cocktails. Continuing the culture-first approach, the campaign film was recorded in i’Taukei, Fiji Hindi, and English to celebrate the primary languages of Fiji. Still assets were captured by an awarded National Geographic photographer to truly capture the Fijian spirit.

The campaign launched mid-December 2022 and will be continuing to roll-out in 2023.

Changed perception

While it is too early for visitation data given the minimum 120-day advanced booking period Fiji experiences, campaign tracking shows 94% of people who have seen the campaign want to find out more about Fiji, and 92% say it stands out compared to ads they’ve seen for similar destinations.

Global attention

Travel interest has been piqued, with a 45% increase in ‘Fiji’ web searches and 47% increase in sessions on the Tourism Fiji website in the weeks after launch.

Overcame Island tourism tropes

The campaign flipped ‘tourists enjoying a holiday, served by locals’ to showcase happiness in spite, not because of, tourists. As a result, we created a tourism campaign not focused on tourists, but one that focuses on the unique and ownable Fijian culture itself.

Tourism Fiji Brand Identity – Masi

Masi is a traditional artwork; a bark cloth made from the Paper Mulberry Tree, made exclusively by women. It is a traditional artwork decorated with a unique print and is presented at important occasions. While it’s used for important celebrations, Masi holds more significance than just being a decorative fabric, it represents a source of pride in identity.

Cultural context

As the Fijian government's tourism marketing arm, it was important that Tourism Fiji and the campaign had the right support. Bringing Fijian culture to the fore also made it important to secure local pride in the campaign. Summarised by Viliame Gavoka, Deputy Prime Minister of Fiji and Minister for Tourism and Civil Aviation, “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.”