Tourism Fiji has launched a new global advertising campaign, building on a study that named the country as the happiest place in the world.
Fiji ranked top in the 2011 WinGallup Global Barometer of Happiness, and the new country has now developed the tourism strapline ‘Fiji – where happiness finds you’. Devised by New Zealand-based advertising agency, Colenso BBDO, the new initiative includes TV commercials, a new website and social media initiatives. The 15-, 30- and 60-second TV ads will be rolled out from this weekend.
“When you think about it, the whole world is continually looking for happiness. But actually, it’s Fijians, the people who are trying the least, who have it the most,” said Tourism Fiji’s CEO, Rick Hamilton.
“We wanted to demonstrate why Fiji is the happiest place in the world and ultimately to show how this happiness can be transferred to our visitors,” he added.
The new campaign focuses on a series of major themes: happiness, relaxation, families, romance, surfing and adventure. One of the TV commercials showcases the natural beauty of Fiji while the second is intended to reflect the country’s perceived happiness.
The campaign was shot over two weeks in locations across in Fiji, including the Mamanuca and Yasawa island groups, Denarau, Nadi, the highlands and the coral coast on Viti Levu and Tavenui.
Originally scheduled for late 2012, the filming was delayed until May 2013 due to the damage caused by Cyclone Evan in December 2012.