Tourism Fiji launches brand revitalisation to bring ‘Bula Spirit’ to the World
Tourism Fiji’s excited to announce a revitalised global brand campaign ready to roll-out in 2019. Produced by Saatchi & Saatchi New Zealand, the refined campaign builds upon the destination’s current brand messaging – ‘Where Happiness Finds You’, while showcasing the breadth of experiences available to visitors.
Independent research undertaken in Tourism Fiji’s key markets revealed that target audiences were aware of Fiji’s natural beauty and environment, however, they were not as aware of the variety and quality of experiences throughout the destination.
The campaign assets have been developed to demonstrate that the Fiji brand goes beyond just relaxation by highlighting Fiji’s ‘Bula Spirit,’ and emphasising the range of unique experiences that are offered throughout Fiji’s 333 islands, with powerful imagery designed to evoke an emotive response and create real interest in the destination.
The suite of assets developed span TV commercial, out-of-home, digital/online, cinema, social media and variations have been made to appeal to families, couples, adventure and luxury travellers around the world.
Matthew Stoeckel, CEO, Tourism Fiji commented, “Fiji is famous for its stunning environment, world-class resorts and of course it’s hospitality. The new creative assets also showcase the wide range of experiences within the destination while continuing to showcase Fiji’s stunning landscapes and sharing the ‘bula spirit’ of Fiji, which makes it the place where happiness truly finds you.”
Saatchi & Saatchi New Zealand developed multiple versions of the campaign assets to suit each of Tourism Fiji’s global markets including the USA, UK, Europe, China, Japan, Singapore, India, Australia and New Zealand. The assets are currently rolling out on the destination’s social media channels, before launching in paid media activity in Tourism Fiji’s core markets in 2019.
“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,” said Toby Talbot, Chief Creative Officer, Saatchi & Saatchi New Zealand. “Everything we have created is grounded in the extraordinary emotive connection that the Fijian people make with visitors. From the incredible singing to the addictive ‘bula!’ of locals that greet you throughout the islands, this campaign is about bottling that happiness and sharing it with the world.”
In addition to the revamped global assets, Tourism Fiji is also developing a new website to be launched in 2019 which will share personal stories through video, featured blogs and listicles which highlight the diversity of experiences available throughout Fiji.