Fiji says ‘Bula’ to the world
TOURISM Fiji is ramping up its communications and marketing for 2019 with the launch of a revitalised global brand campaign, and brand new website.
Building on the destination’s current brand messaging “Where Happiness Finds You”, the new campaign aims to showcase the breadth of experiences available to travellers who visit the country and uses “powerful imagery designed to evoke an emotive response and create real interest”.
Produced by Saatchi & Saatchi New Zealand, the new suite of assets have been developed to suit each of Fiji’s global markets and include TV commercial, out-of-home, digital/online, cinema and social media. Variations have also been created to appeal to families, couples, adventure, and luxury travellers.
Chief Creative Officer for Saatchi & Saatchi NZ, Toby Talbot, said the campaign is about bottling the Fijian’s approach to happiness and sharing it with the world.
“Everyone who comes to Fiji seems to leave happier…the authentic spirit of the people and the place are what makes it such a uniquely happy place in the world right now,” he said. “Everything we have created is grounded in the extraordinary emotive connection that the Fijian people make with visitors.”
CEO for Tourism Fiji Matthew Stoeckel said the relaunch was developed to demonstrate that the Fiji brand goes beyond relaxation.
“Fiji is famous for its stunning environment, world-class resorts and of course its hospitality…the new creative assets showcase the wide range of experiences within the destination while continuing to showcase its stunning landscapes and sharing the ‘bula spirit’ of Fiji,” he said.
In addition to the campaign, Tourism Fiji is also developing a new website that aims to bring the destination to life by featuring a range of personal stories through blogs and videos.