This document discusses Tourism Fiji's shift to positioning happiness as a new brand direction. It outlines how the brand was brought to life through a new visual identity, marketing campaign, and global media strategy. Key metrics showed increases in brand awareness, positive sentiment, website traffic and referrals. Moving forward, Tourism Fiji plans to expand the happiness narrative through partnerships, experience pillars, integrated channels and amplified PR while continuing to involve local expertise.

1. TOURI S M FI J I
Happiness, culture,
and renewal

2. Presentation title - change text globally in Headers & Footers under 'view' 2

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TOURISM FIJI
Today
1. Happiness: an old/new brand
direction for Fiji
2. Bringing it to life
3. Using what we’ve learnt to
shape our future

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1.0 Happiness: an old/new
direction for brand Fiji
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Why change our
brand: a shift in
consumer behaviour
to favour authentic
experiences post
Covid

7. Happiness is a gold standard
brand territory for Fiji
TOURISM FIJI

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But the global industry of
happiness is ubiquitous

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To be a truly meaningful brand we needed a
fresh take on happiness, one with more depth

10. In Fiji happiness doesn’t find you, it surrounds you. It’s
not turned on for tourists, but the outcome of a culture
founded in family, sharing, nature and spirituality
TOURISM FIJI

11. Tourism Fiji Brand Update 11
Holiday experiences that deliver genuine
happiness, from a culture that has
mastered it

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We knew travellers were looking for
something different, and we found it in
our own culture

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2.0 Bringing it to life
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TOURISM FIJI Tourism Fiji Brand Update 14
From this…

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Dated
Busy
Culture as support
Less distinctive

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TOURISM FIJI Tourism Fiji Brand Update 16
To this…

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Modern
Clean
Culture first
Distinctively Fiji

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TOURISM FIJI Tourism Fiji Brand Update 18

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AU, NZ and US
sentiment pre launch
Makes me want to find out more about
holidaying in Fiji
91%+
Makes me feel positive about Fiji as a
destination
96%+
Stands out compared to ads I’ve seen for
similar destinations
87%+

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“Wow I didn’t know that Fiji’s culture
was so rich, it really makes you want
to be a part of it”
“Fiji is beautiful. The beautiful
people, culture, beaches, food,
activities. It’s very motivating and I
would love to visit based off this ad”
“The video entices me to learn more
about Fiji as a unique travel and
holiday destination, I want to go
there now!”
“Because it creates a natural happy,
relaxed and warm feeling. It makes
me want to be around the Fijian
people”
Validation of our
approach

21. TOURISM FIJI
30’ film
Re-designed website
EDM’s
Re-designed website
Holidays designed for Happiness by a culture that has mastered it
P A S S I V E
Target going about their daily life, not
necessarily thinking about taking a
trip but open to inspiration
D R E A M I N G
Target have decided to take a trip and
are gathering information. May know
destination
P L A N N I N G
Target know they will take a trip and
start to filter options, and manifest
real plans
B O O K I N G
Target books different elements of
their trip (accommodation, transport
etc)
P L A N N I N G
Target visits/experiences chosen
destination
15’ film 60’ film
High-impact OOH
60’ film
Re-targeted 15’ film

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BVOD- Brand
Across Australia
& New Zealand
Social- Always On
Global
TV - Brand
Mainstream in NZ, CTV
in US & Canada
Search- Always On
Global
Deliver
incremental
brand awareness
in key AV
environments
Drive awareness
of new brand
platform across
broadcast
environments
Online Video-
Brand
Global
Drive
consideration
through AV reach
in high
completion
formats
Drive quality
traffic to site from
highly influential
digital channels
Capitalise on high
intent travellers in
a planning
mindset to drive
site traffic and
bookings
A layered global media strategy

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Fiji tourism industry amplification

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AU
24k clicks to site from
paid Youtube activity
10% increase in new users
to site from paid search YOY
1.71M people reached
via OOH
NZ
2.4m people reached
across broadcast alone (68%
of total people 25+)
9% increase in new users
to site from paid search YOY
USA
3m CTV impressions with
98% video completion rate
$1m booking
revenue delivered via
Expedia activity
CAN
240k CTV impressions
with 97% video completion
rate
$306k bookings
delivered via Expedia
activity
19k new users to site from
paid search

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TOURISM FIJI Tourism Fiji Brand Update 26
Meta always on CTR
1.16% vs benchmark
0.25-0.40%.
Culture target 2.63%
CTR
Always on
paid search
46% traffic >1min on site
vs benchmark 30%
Always on Youtube
86-92% video
completion rate vs
benchmark 80%
12%
Dwell time
On site
Since re-skin Dec ’22
USA
Up to No 2
NZ No 3
$5.06M
Referral value to
operators
1.9K+
New
subscribers

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TOURISM FIJI Tourism Fiji Brand Update 27
Brand awareness and interest 2021 vs 2023
19.8%
13.2%
Australian travellers were
familiar with Fiji
20.0%
11.7%
NZ travellers were familiar
with Fiji
28.0%
13.2%
Australian travellers had a
positive impression of Fiji
30.0%
14.7%
NZ travellers had a
positive impression of Fiji

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TOURISM FIJI Tourism Fiji Brand Update 28
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
January February March April May June
Visitor Arrivals by Month
2019 2023

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In a world hungry for
joy, our culture and
happiness are
resonating, but we
need to treat them
with care

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3.0 Using what we’ve learnt to
shape our future
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What we’ve learnt
• Balance insights with what’s
true for our brand
• Use the diversity and curiosity
of our team
• Involve the industry
• Consult locally for authenticity
at every touchpoint possible
• Global collaboration, but one
clear vision
• Consistency is queen
• Honest and trusting
partnership with agency

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TOURISM FIJI Tourism Fiji Brand Update 32
Moving ahead -
expanding the
narrative
• Partnerships
• Lean into what we own –
brand experience pillars
• Integrate channels
• Amplify via PR, social, events
• Evolve to meet the needs of
different markets

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Expand the narrative smartly,
deepen it authentically

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333 islands in the South Pacific with big dreams.
We’ll keep leaning into our people and culture to
make the world sit up and pay attention

35. Vinaka