Life can be a buzzkill. Fiji has been working on its reputation as the “happiness place” in work by Havas Host for several years. In the next chapter of the global brand platform, Where Happiness Comes Naturally, Tourism Fiji gets direct about its role as an antidote to today’s fast-paced, always-on world.
The new campaign, Be Fiji, invites travellers to reconnect with the happier version of themselves that the day-to-day has pushed aside, in a destination where happiness isn’t manufactured, but found in the simple joys of everyday life – being connected, playful and present.
Dr Paresh Pant, chief executive officer of Tourism Fiji, stated, “For travellers looking for their next holiday destination for 2026, we’re excited to launch the latest iteration of Where Happiness Comes Naturally. This campaign showcases what it truly means to ‘Be Fiji’, in a place where a visit is so much more than a holiday. It’s an invitation to pause, reconnect, and rediscover the best version of ourselves, supported by the warmth of our communities, the richness of our culture, and the natural beauty of our environments.”
The campaign has launched with a unique media strategy, designed to tap into people’s most “Un-Fiji” moments with cheeky, contextual messages that gently nudge people to Be Fiji when they most need it and photography shot across Fiji in the Coral Coast, Mamanuca islands and mainland Fiji.
“Be Fiji is a mantra we can all live by. Anyone who has ever arrived in Fiji will know the warmth, the connection and the genuine happiness and smiles you want to bottle and bring back with you. This campaign is about just that. Teaching the rest of the world to be a little more Fiji every day – to let go of all the trivial frustrations and modern annoyances that get in the way of us being truly content in every moment. It makes us happy to play our part in sharing this work and ethos with the world,” stated Pete Sherrah, associate creative director at Havas Host.
“At a time when people are sacrificing more than ever to make travel possible, we asked how the brand could do more than encourage people to ‘Be Fiji’ and instead help them feel it. With Be Fiji, we wanted media to do more than amplify a message; we wanted it to actively show up for people. By using Converged.AI we’ve been able to identify and place the idea into everyday ‘Un-Fiji’ moments. As a result, media became the intervention, not just the channel,” added Kimberly Stafford, client partner at Havas Media.
In Australia, the Be Fiji campaign will also be supported by a range of exclusive deals through My Fiji.
Credits
Client: Tourism Fiji
Creative Agency: Havas Host
Media Agency: Havas Media
Director: Michael Lawrence
Australian Production Company: Filmgraphics
Fiji Production Company: Welcome Fiji
Post Production: White Chocolate & Ferg Rotherham
Casting: Toni Higginbotham & Welcome Fiji
Music Composition & Sound Design: MassiveMusic Sydney
Photographer: Josh Kelly
Stills Production Company: Chee Productions
