Tourism Fiji has received a Silver Award at the recent Australian Effie Awards, distinguishing itself in the travel, media, and leisure sector. The Fijian Government’s tourism marketing body announced that the accolade was awarded for its “Where Happiness Comes Naturally” branding initiative, which was the sole winner in its category.
The Effie Awards are recognized for honoring advertising that demonstrates both creativity and effective, measurable results, according to Tourism Fiji. The organization expressed that winning the award alongside brands with significantly larger budgets and a global presence is a remarkable achievement for Fiji, underscoring the robustness of the destination’s branding as well as the efficacy of its marketing and media strategies.
Srishti Narayan, the chief marketing officer of Tourism Fiji, described it as a particularly meaningful Fiji Day for the team. She noted that they not only celebrated the island’s beauty and culture but also won a Silver Effie Award for a campaign that highlights the essence of their people and heritage.
Narayan emphasized that this recognition reflects the dedication and creativity of their marketing team, their creative and media agency, the broader Tourism Fiji team, and the entire industry that has embraced its branding position. She stated, “We couldn’t be prouder, and this win reinforces our commitment to bringing the spirit of Fiji to travelers everywhere.”
Launched at the end of 2022, the “Where Happiness Comes Naturally” campaign emphasizes Fiji’s authentic culture, experiences, and natural beauty. Since its introduction, the campaign has achieved impressive results, exceeding industry benchmarks across various media platforms, boosting traffic to the Tourism Fiji website, and contributing to record visitor arrivals to Fiji.