Tourism Fiji has earned a Silver Award at the recent Australian Effie Awards, highlighting its exceptional performance in the travel, media, and leisure sector. The Fijian Government’s tourism marketing division announced that the award was in recognition of the ‘Where Happiness Comes Naturally’ brand positioning, making it the sole winner in its category.
Tourism Fiji emphasized that the Effie Awards are prestigious accolades in marketing, acknowledging advertising that is not only innovative but also produces measurable and effective outcomes. The organization noted that winning this award against brands with significantly larger budgets and global presences is a remarkable milestone for Fiji, showcasing the strength of the destination’s brand and the effectiveness of its international marketing strategy.
Srishti Narayan, the chief marketing officer of Tourism Fiji, expressed that Fiji Day was particularly special for their team. She remarked on the joy of celebrating the beauty and culture of their island while also receiving the Silver Effie Award for the ‘Where Happiness Comes Naturally’ campaign, which highlights the people and culture of Fiji.
Narayan described this recognition as a testament to the dedication and creativity of their marketing team, the creative and media agency, and the broader Tourism Fiji team, along with the entire industry supporting its brand positioning. She stated that they are incredibly proud, and this achievement reinforces their commitment to conveying the essence of Fiji to travelers worldwide.
The ‘Where Happiness Comes Naturally’ campaign has been active since late 2022 and emphasizes the authentic culture, experiences, and natural beauty of Fiji. Since its launch, the campaign has produced impressive results, with all metrics exceeding industry benchmarks across various media platforms. It has driven increased traffic to the Tourism Fiji website and contributed to record visitor arrivals to Fiji alongside broader industry initiatives.