Fiji Tourism has ditched poolside Pina Coladas to faucet into island tradition in a brand new world model marketing campaign, which launches right now.

The ‘The place happiness comes naturally’, created by Host/Havas and Havas Media, comes simply over a yr for the reason that island reopened for tourism and focuses on Fiji’s individuals, tradition and genuine experiences to advertise the vacation spot from specializing in vacationers and them. expertise.

The brand new platform is the evolution of Fiji Tourism advertising, which inspires individuals to seek out happiness in Fiji.

Chief Advertising and marketing Officer of Fiji Tourism Emma Campbell, stated, “Our happiness model platform has attracted individuals from all around the world. We have now at all times advised the story of Fiji from the customer’s perspective, however we wish to flip the narrative and present that the supply of happiness a Fiji trip brings is tradition Fiji itself.

“We’re proud to launch this significant model platform, ‘The place happiness comes naturally’, which celebrates the individuals of Fiji, exhibiting that right here, happiness actually comes naturally to us, however there may be greater than sufficient to share.”

The marketing campaign positions faucet into shopper developments for significant journey experiences that create connections to tradition and neighborhood. A latest research by revealed that 66% of vacationers need an genuine expertise representing the native tradition.

Vacation spot manufacturers reminiscent of Tourism New Zealand and Tourism Australia are additionally searching for to make the most of this perception of their advertising campaigns, with each manufacturers closely selling the genuine cultural experiences of each nations.

It comes as vacation spot manufacturers all over the world compete fiercely for tourism {dollars}. A latest report by The Economist predicts that world tourism arrivals will improve by 30% in 2023, after a development of 60% in 2022. Nonetheless, this can stay under pre-pandemic ranges because the impression of worldwide weak spot, the conflict in Ukraine and the persevering with impression of Covid-19 continues to have an effect on shopper habits.

Jon Austin, govt artistic director at Host/Havas, stated the marketing campaign “inverts the dynamics of conventional tourism and celebrates these unimaginable locations and unimaginable individuals.”

“It is a privilege to cross pina coladas by the pool and add authenticity and new depth to the enjoyment present in nature as in Fiji, a spirit that has existed for generations. From collaborations with native artists to recording music in village homes and sounds -voice within the nation’s three major languages ​​(iTaukei, Fijian Hindi and English) to spontaneously and sincerely seize the spirit of Fiji with Nationwide Geographic photographers, we could not be happier. this marketing campaign.”

The marketing campaign features a new brand created in collaboration with third technology Fjjan Masi artist Wati Maraiwai Talavutu. It additionally options pictures by famend Nationwide Geographic photographer Matthieu Paley and is directed by Finch’s Kyra Bartley.

Supply hyperlink