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Pacific Islands Development Program, East-West Center

With Support From Center for Pacific Islands Studies, University of Hawai‘i

Tourism Fiji Unveils Newly-Branded Marketing Campaign
Previous ‘Fiji Me’ slogan not effective in global promotions

By Reginald Chandar

SUVA, Fiji (Fijilive, Nov. 13, 2012) – Tourism Fiji now has a new global advertising and marketing campaign which will be launched to the world in early 2013.

The new campaign is the result of extensive efforts by Tourism Fiji to boost the returns for the Fijian Government from this critical industry, increase tourist revenue and showcase the spirit of Fiji to the world.

An extensive research project on Fiji’s marketing positioning by the Tourism Fiji Board revealed that the current branding, "Fiji Me" was not having the desired impact globally, thus a new marketing strategy was needed to differentiate the country from all other tourism destinations.

Attorney-General and Minister for Tourism, Aiyaz Sayed-Khaiyum who unveiled the brand in Nadi said the new campaign is designed to encourage tourists from around the world to make Fiji their number one holiday and conference destination.

"It will showcase a distinctive new brand identity and slogan, "Fiji – Where happiness finds you," which captures the unique spirit and essence of Fiji and its people and identifies why Fiji stands apart from other destinations in the region."

The new global advertising campaign, which has been developed by New Zealand-based ad agency, ColensoBBDO is designed to identify the special qualities that make Fiji emerge from the "sea of sameness" with other island destinations.

It features spectacular images of the spirit of Fiji captured by world-renowned internationally-acclaimed photographer, Steve McCurry.

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