Tourism Fiji brings ‘Bula Spirit’ to the world in new global campaign via Saatchi & Saatchi, NZ
Tourism Fiji has announced a revitalized global brand campaign ready to roll-out in 2019. Created by Saatchi & Saatchi New Zealand and Goodoil Films, the refined campaign builds upon the destination’s current brand messaging; ‘Where Happiness Finds You’, while showcasing the breadth of experiences available to visitors.
The campaign assets have been developed to demonstrate that the Fiji brand goes beyond just relaxation by highlighting Fiji’s ‘Bula Spirit,’ and emphasizing the range of unique experiences that are offered throughout Fiji’s 333 islands, with powerful imagery designed to evoke an emotive response and create real interest in the destination.
The suite of assets developed span TV commercial, out-of-home, digital / online, cinema, social media and variations have been made to appeal to families, couples, adventure and luxury travelers around the world.
Says Matthew Stoeckel, CEO for Tourism Fiji: “Fiji is famous for its stunning environment, world-class resorts and of course its hospitality. The new creative assets also showcase the wide range of experiences within the destination while continuing to showcase Fiji’s stunning landscapes and sharing the “bula spirit” of Fiji, which makes it the place where happiness truly finds you.”
Saatchi & Saatchi New Zealand developed multiple versions of the campaign assets to suit each of Tourism Fiji’s global markets including the USA, UK, Europe, China, Japan, Singapore, India, Australia and New Zealand. The assets are currently rolling out on the destination’s social media channels, before launching further activity in Tourism Fiji’s core markets in 2019.
Says Toby Talbot, chief creative officer, Saatchi & Saatchi New Zealand: “Everyone who comes to Fiji seems to leave happier. The authentic spirit of the people and the place are what makes it such a uniquely happy place in the world right now.
“Everything we have created is grounded in the extraordinary emotive connection that the Fijian people make with visitors. From the incredible singing to the addictive “bula!” of locals that greet you throughout the islands, this campaign is about bottling that happiness and sharing it with the world.”
Goodoil Films director, Justin McMillan, said he found it refreshing and rewarding to work on a project where the unpredictability of nature dictates the shoot schedule.
Says McMillan”I found it refreshing to work on a project where I finally learnt the true value of time. Fiji will not bend for your schedule. Your schedule needs to work for Fiji. I was lucky enough to be surrounded by an amazing crew who respected these rules and lived by them. Tide vs light vs clouds vs trade winds dominated our daily conversations, with the local fisherman being our best source of knowledge when it comes to planning the next day of shooting. Fiji must be one of the trickiest places on the planet to forecast.
“Ever since I visited Fiji years ago with my family, the people of Fiji have always held a special place in my heart, so I found it easy to go the extra mile on these films for them. We all left the shoot with a feeling of satisfaction knowing we couldn’t have tried any harder for the people of Fiji.”
In addition to the revamped global assets, Tourism Fiji is also developing a new website to be launched in 2019 which will share personal stories through video, featured blogs and listicles which highlight the diversity of experiences available throughout Fiji.
Tourism Fiji
Matt Stoeckel – CEO
Sera Cawanibuka – Global Brand Manager
Antonio Racika – Marketing Manager, Asia
Rush Pathak – Global Social Media Manager
Stephanie Robinson – Content Manager
Prodution company – Goodoil Films
Justin McMillan – Director
Mark Foster – Executive Producer
Katie Kempe – Producer
George Mackenzie – Business Director
Crighton Bone – D.O.P
Simon Njoo – Editor
Kim Tillbury – Production Design
Post Production – Blockhead
Sound Design – Franklin Road
Music – Igelese Ete
Creative agency – Saatchi & Saatchi New Zealand
Paul Wilson – Managing Director
Toby Talbot – Chief Creative Officer
Susie Darling – Head of Account Management
Amanda Chambers – Head of Production and Content
David McIndoe – Head of Strategy
Jordan Sky – Creative Director
Kristal Knight – Creative Director
Guy Roberts – Creative Director
Becky Kusel – Account Director
6 Comments
Nice work Fiji… best tourism spots i’ve seen this year.
Was TT ever good, or has he just lost touch now?
Well, educated guess but I’d say he’s still pretty good judging by these ads. Tourism ads are notoriously hard. These have a simple idea at their core. Plus maybe talk to the scores of people whose lives he changed for the better at DDB Sydney – mine included – and have a look at the work they’re doing at that factory now before you throw shitty comments like this out there. TT to his friends too. Of which you’re clearly not one.
Good work for a notoriously difficult and mercurial client – Vanaka!
Hi Toby.
There is nothing artistic or aspirational about these Tourism commercials.
Just safe commercials that ticks all the boxes.
Everyone is framed in the centre and the edit is told with the usual consistent three shot scene sequence. Close up, mid shot & then cut to the drone wide.
Feels like its been lifted from a TAFE text book.