In pursuit of happiness: Tourism Fiji and Colenso BBDO tempt travellers with new global brand campaign

  • Advertising
  • October 14, 2013
  • StopPress Team
In pursuit of happiness: Tourism Fiji and Colenso BBDO tempt travellers with new global brand campaign

Military dictatorship? What military dictatorship? Tourism Fiji has sent its new global brand campaign into the wild and, in an effort to differentiate it from its Pacific competition, the island nation is focusing on the fact that its happiness is likely to rub off on visitors. 

Back in 2011, Fiji was ranked top in the WinGallup Global Barometer of Happiness, ahead of Nigeria, Switzerland, Netherlands, and Ghana (although it doesn't feature in the UN's second annual happiest country list, which saw the Scandinavian nations dominate). So the new global campaign, which was created by Colenso BBDO and includes TV commercials, a new website and social media initiatives, taps into that attitude with the new slogan 'Where happiness finds you'. As well as being slightly twee, you could also see it as being slightly ominous in a place like Fiji ('Where happiness finds you—and locks you up without recourse to fair process)'. 

“When you think about it, the whole world is continually looking for happiness," says Tourism Fiji’s chief executive Rick Hamilton in a release. "But actually, it’s Fijians, the people who are trying the least, who have it the most. 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 ... This is crucial, because it's what sets Fiji apart from other island destinations. They all have beautiful beaches, sun and clear water, but none of them make you feel the way Fiji does."

The new campaign focuses on a series of major themes: happiness, relaxation, families, romance, surfing and adventure, and the ads were shot over two weeks by Derek Henderson from Curious. 

Colenso BBDO won the business after a global pitch, replacing Barnes, Catmur & Friends locally, which achieved good results with its Fiji Me work. The launch of the new campaign was delayed due to damage from Cyclone Evan. 

Another Kiwi company, Sparks Interactive, was appointed to develop Tourism Fiji's website

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit