Tourism Fiji’s latest campaign asks travellers to find joy and ‘Be Fiji’

Tourism Fiji has expanded on its global “Where Happiness Comes Naturally” platform with its new “Be Fiji” campaign.

Developed with Havas and brought to life by Filmgraphics’ director Michael Lawrence, “Be Fiji” aims to help travellers reconnect with their happier selves, in a location where joy is woven into the fabric of people’s lives. It invites tourists to achieve this by experiencing the country’s community, nature and adventure opportunities.

The campaign places contextual, cheeky messages into common frustrating moments, urging viewers to “Be Fiji”. Photography assets were shot by Chee Productions’ Josh Kelly on location in Fiji, including its mainland, Coral Coast, and Mamanuca islands.