TOURISM FIJI
WHERE HAPPINESS COMES NATURALLY
clients
TOURISM FIJI
HAVAS HOST
HAVAS HOST
The Brief
In a challenging post-pandemic world, travelers yearned for more meaningful escapes offering a richer and more authentic cultural experience away from the modern grind. Recognizing this shift, Tourism Fiji sought to distinguish its positioning against competing tropical destinations as a place where culture, community, and happiness were at the heart of every experience. The "Where Happiness Comes Naturally” campaign was designed to align with the evolving values of Young Cultural Travelers, who prioritize local heritage, and purposeful adventures.
The Ask
With 60% of travelers wanting authentic experiences representative of the local culture (Booking.com, Sustainable Travel Report 2022), the overall approach to the rebrand for Tourism Fiji was to bring authenticity and a strong sense of Fijian culture to the imagery. It was important for the images to feel raw and organic rather than your typical polished tourism imagery.
The team enlisted Bespoke's National Geographic artist Matthieu Paley, world renowned for embedding himself in local communities and gaining trust through authentic connection to capture the stills portion of the campaign.
The team enlisted Bespoke's National Geographic artist Matthieu Paley, world renowned for embedding himself in local communities and gaining trust through authentic connection to capture the stills portion of the campaign.
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success
)
982k
Record Air arrivals post campaign launch
16%
Familiarity with Fiji as a destination increasE in USA
13%
Likelihood to visit Increase in USA
214%
YOY increase in unique visits to the Tourism Fiji website
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the Press
)
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accolades
)
