‘Rich in happiness’: Tourism Fiji promotes country’s positivity in M&C Saatchi campaign
M&C Saatchi’s This Film Studio has put together a campaign for Tourism Fiji promoting the idea the country may not be rolling in it financially, but is instead rich in happiness.
The campaign from M&C Saatchi comes despite rival creative agency Saatchi & Saatchi winning the account last year.
The tourism body wanted to reframe the definition of ‘rich’, after a 2017 study revealed a general decline in global happiness – a trend Fiji was exempt from.
