Effies
Australia
How Bringing Fijian Culture to the Fore of its Tourism Brand Transformed the Fortunes of a Nation
Agency
Havas Australia
Client
Tourism Fiji
Awards
Silver
Travel, Leisure & Media
Case Study
Summary
In Fiji tourism constitutes almost 40% of GDP and pre-Covid employed approximately 35% of the population, so when COVID-19 decimated global travel Fiji experienced substantial economic distress.
This case study identifies how transforming the Tourism Fiji brand by repositioning a Fijian holiday from a generic family ’flop and drop’ to a deeper cultural experience not only recovered Fiji’s tourism to 2019 levels but exceeded them, boosting the Fijian economy
This case study pinpoints the effect of bringing the Where Happiness Comes Naturally brand transformation by comparing it to the Open For Happiness campaign it replaced. It’s a case study in understanding changing audience needs and transforming the entire brand positioning to successfully meet them.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
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Credits
| Olly Taylor | Author / Chief Strategy Officer | Havas Australia |
| Micheal Kay | Author / Client Experience Officer | Havas Australia |
| Henry Woo | Author / Data Scientist | Havas Australia |
| Jon Austin | Executive Creative Director | Havas Australia |
| Matt Ennis | Creative Director | Havas Australia |
| Ant Moore | Managing Director | Havas Australia |
| Maisie La Costa | Account Director | Havas Australia |
| Alyce Gillis | Head of Strategy | Havas Australia |
| Pete Sherrah | Senior Creative | Havas Australia |
| Alistair Ferrier | Head of Production | Havas Australia |
| Stephanie Cameron | Senior Broadcast Producer | Havas Australia |
| Anthony Martin | Senior Integrated Producer | Havas Australia |
| Nic Adamovich | Head of Design | Havas Australia |
| Madeleine Huxley | Senior Account Manager | Havas Australia |
| Kristin Burnshaw | Designer | Havas Australia |
| Kiera Connell | Senior Digital Designer | Havas Australia |
| Daniel Conway | Digital Designer | Havas Australia |
| Emily Grosscurt | Finished Artist | Havas Australia |
| Melanie Devonshire | Senior Front End Developer | Havas Australia |
| Virginia Hyland | Chief Executive Officer | Havas Media |
| Drew Groves | Group Business Director | Havas Media |
| Marek Stutika | Account Director | Havas Media |
| Nick Kavanagh | Chief Strategy Officer | Havas Media |
| Jamie Taylor | Head of Digital Integration | Havas Media |
| Kevin Fernandes | National Head of Partnerships & AdTech | Havas Media |
| Michelle Lee | Director of Partnerships | Havas Media |
| Janice Tsang | Account Manager | Havas Media |
| Jade Markey | Global Coordinator | Havas Media |
| Srishti Narayan | Head of Global Marketing | Tourism Fiji |
| Anaseini Bakaniceva | Global Marketing Specialist | Tourism Fiji |
| Emma Campbell | Chief Marketing Officer | Tourism Fiji |