Fiji Airways has revitalised its brand with its first-ever sonic branding by Havas Host, reaching its audience’s sense in a new way. With this launch, Fiji Airways joins only a handful of national carriers worldwide to establish a fully integrated sonic ecosystem.
The new sonic branding deepens the airline’s emotional connection with passengers, by bringing its brand promise, Welcome to Our Home, to life through music. The team deliberately moved away from the usual tropes of airline audio branding, creating something distinctively its own – richly cultural, modern in its execution, and unmistakably Fijian.
The audio is designed to feel uniquely Fijian and represent its people and culture authentically. It will accompany travellers on their journeys from boarding and in-flight to disembarkation, with a warm, welcoming, and world-class presence.
Building sonic branding into a new campaign is an emotive 4-minute hero song in the native iTaukei, as well as Fijian Hindi and English, created by Havas Host in collaboration with MassiveMusic, Fijian artists, and the Pasifika Voices Choir, famous for Disney’s Moana. Multiple adaptations have been created to suit different contexts, including audio logos, boarding music, and cut downs for advertising and in-flight communications.
The project also includes a behind-the-scenes film that tells the story of how the anthem was created and celebrates the local talent who were involved.
“When our passengers hear this song, we want them to feel like they’re part of our Fiji Airways Vuvale and part of our beautiful home – Fiji, with the care, warmth and the genuine kindness we are known for,” stated Thomas Robinson, officer in charge for Fiji Airways.
Laura Mahony, head of client experience at Havas Host, added, “Working with Fiji Airways on this project has been an incredible honour. Together, we set out to capture what ‘home’ truly sounds like for the people of Fiji – something deliberately different, warm, welcoming, and authentically Fijian. This brand anthem brings that feeling to life for every passenger, from the moment they step on board to the moment they land in Fiji. It’s more than music; it’s an invitation into Fiji’s culture.”
“At the heart of this project were Fiji’s own voices, with the renowned Pacifica Voices Choir led by legendary choir master Dr. Ete. Their singing carried the spirit of the villages and church choirs where harmony is a way of life. In contrast, featured vocalists Talei, Kuki, and Ra V brought a distinct presence, all embodying the true lead singer - voices that rise above and elevate. Sung in English, iTaukei, and Fijian-Indian alongside other local musicians, they together offered not only their instruments and voices, but also the spirit of community, heritage, and home that defines Fiji,” noted Dominic Burnham, group account director & brand strategist, MassiveMusic.
The campaign covers social, online video, digital, and in-flight communications, with the behind-the-scenes film showcasing the creation process and celebrating Fiji’s cultural identity.
Credits:
Client: Fiji Airways
Creative Agency: Havas Host
Music: MassiveMusic
Composer: Haydn Walker
Pasifika Voices: Fijian Choir
Choirmaster: Dr Igelese Ete
Lead Vocalists: Talei Burns, Kuki Nalawa & Ra V
Guitarist: Nemia Vanua
Percussion & iTaukei lyrics Transcreation: Damiano Logaivau
