Tourism Fiji recently received a Silver Award at the prestigious Australian Effie Awards, recognizing its excellence in the travel, media, and leisure category. The award was attributed to the brand positioning campaign titled ‘Where Happiness Comes Naturally,’ making it the sole winner in its category.
Tourism Fiji stated that the Effie Awards are highly regarded in the marketing industry, acknowledging advertising that excels in creativity while also achieving measurable results. The organization emphasized that winning this award, particularly in competition with brands that have significantly larger marketing budgets and a global presence, demonstrates the strength of Fiji’s brand and the effectiveness of its global marketing strategy.
Srishti Narayan, Tourism Fiji’s chief marketing officer, expressed her delight over the recognition, calling it a particularly special Fiji Day. She highlighted that the award celebrates not just the picturesque allure and culture of Fiji but also the successful ‘Where Happiness Comes Naturally’ campaign that prominently features the nation’s people and culture.
Narayan credited the award to the hard work and creativity of the marketing team, their creative and media agency, and the support of the broader tourism industry in adopting the brand’s message. She stated, “We couldn’t be prouder, and this win reinforces our commitment to bringing the spirit of Fiji to travelers everywhere.”
Since its launch at the end of 2022, the ‘Where Happiness Comes Naturally’ campaign has concentrated on showcasing Fiji’s authentic culture, experiences, and breathtaking natural scenery. It has reportedly yielded impressive results, with all key performance indicators exceeding industry benchmarks and significantly boosting traffic to the Tourism Fiji website, contributing to record visitor arrivals to the island nation.