Tourism Fiji has earned a Silver Award at the recent Australian Effie Awards, distinguishing itself in the travel, media, and leisure sector. According to a statement from the Fijian Government’s tourism marketing agency, this accolade was awarded for the ‘Where Happiness Comes Naturally’ brand initiative, making it the sole winner in its category.
The Effie Awards are among the most prestigious in the marketing field, recognizing advertising that is not only creative but also produces measurable and effective results. Tourism Fiji highlighted that receiving this award against brands with larger budgets and broader global reach is a significant achievement for Fiji, showcasing the strength of the destination’s brand and the efficacy of its global marketing and media approach.
Srishti Narayan, Tourism Fiji’s chief marketing officer, emphasized that it was an especially meaningful Fiji Day for their organization. Celebrating both the beauty and culture of Fiji, they were also proud to secure a Silver Effie Award for the ‘Where Happiness Comes Naturally’ campaign, which prominently features the people and culture of Fiji.
Narayan noted that this recognition reflects the dedication and creativity of their marketing team, as well as the collaborative efforts of their creative and media partners and the broader tourism industry in embracing the brand’s positioning.
She expressed pride in their accomplishment, which reinforces their commitment to sharing the essence of Fiji with travelers worldwide. The ‘Where Happiness Comes Naturally’ campaign has been active since late 2022, emphasizing Fiji’s authentic culture, experiences, and natural beauty.
Since its launch, the campaign has achieved remarkable results, exceeding industry benchmarks across various media platforms, boosting traffic to the Tourism Fiji website, and contributing to record visitor arrivals to Fiji, supported by broader initiatives across the industry.