Provided: Emma Campbell

Tourism Fiji’s newest iteration of ‘The place happiness comes naturally’ marks 12 years since Fiji’s first vacation spot advertising and marketing marketing campaign.

The campaigns are identified for prompting guests to seek out their happiness in Fiji, the brand new model platform shifts the main focus to the native individuals, gorgeous pure atmosphere, wealthy tradition, and genuine experiences that Fiji affords.

AdNews spoke with Emma Campbell, Tourism Fiji’s CMO: “We knew that happiness was the appropriate model platform for Fiji so we at all times meant to remain true to that. As a rustic Fiji’s sense of neighborhood, spirituality and sharing that are core to what makes Fiji a contented place, had been much more obvious by way of the pandemic so whereas we want a shift, it was very a lot about staying true to Happiness.

“Secondly, we used our Masi paintings to assist create the brand new brand. This was a chunk of artwork that was created for our model plenty of years in the past, and we had used it in numerous other ways. This time spherical, we even have integrated it into our brand which we really feel makes a very robust cultural assertion.”

The CMO says that while happiness is a model reality, it isn’t one thing that’s only for present when vacationers arrive.

She stated: “Since 2012, our tourism model tag ‘The place Happiness Finds You’ has been a gold commonplace territory for Fiji. Though happiness is a model reality that we didn’t need to steer away from, we needed to acknowledge that happiness isn’t one thing that’s turned on for vacationers – it’s how Fiji lives.

“The brand new path celebrates the tradition of Fiji and its individuals, displaying that neighborhood & household, spirituality, the spirt of sharing, gratitude, and inclusion all contribute to Fijians’ lifestyle to encourage happiness.

“We’ve spent a number of years telling the Fiji story from the attitude of tourists and given what we learn about guests more and more wanting extra genuine journey experiences, it felt like a pure evolution to shift perspective and inform our story from the eyes of the individuals of Fiji.

“When individuals take into consideration travelling to Fiji (Twenty31 model analysis, April 2021 – April 2022), the highest three causes they offer for selecting Fiji are:
1. Chill out and recuperate
2. Benefit from the sea and the seashore
3. Expertise totally different cultures and methods of life

“With Fijian Tradition and lifestyle being the true differentiator, we needed to lean into this and actually invite the world to share this. ‘The place happiness comes naturally’ – spoke strongly to that. In a manner it’s about turning the nation inside out, so the spirit is the hero – and all who go to get to expertise and join with that spirit.”

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