‘Rich in happiness’: Tourism Fiji promotes country’s positivity in M&C Saatchi campaign

M&C Saatchi Australia’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.

Thus the concept of ‘Bulanaires’ was born – a play on Fiji’s greeting, ‘Bulla’, and billionaires – with people around the world who reflect the Fijian way of life being selected to join the exclusive club.

The inaugural ‘Bulanaires’ list includes Kelly Slater, and others who Tourism Fiji believes share the Bula Spirit and qualities of happiness present on the islands.

Today’s campaign launch coincides with International Happiness Day, and will be broadcast across print, TV, online and social.

M&C Saatchi Sport and Entertainment also worked on the project, establishing a partnership with Arianna Huffington’s wellness organisation Thrive Global, while the media partnership with the Nine Network was managed by M&C Saatchi’s media agency Bohemia.

A 9Nation study found two-thirds of Australian feel they could be happier, or feel less happy than those around them, while a further 10% feel very unhappy.

Nicholas Cook from This Film Studio said: “It has been a pleasure to work with Tourism Fiji on this groundbreaking campaign. At This, we’re all about telling human stories and the Bulanaires list is a celebration of something that couldn’t be more human – the quest for happiness.

“The campaign is very much about communicating that happiness through a suite of assets we have developed.”

CEO of Tourism Fiji Matthew Stoeckel added: “In Fiji, the warmth and friendliness of the locals is what visitors to the destination remember the most. The Bula Spirit is felt the second you arrive in the destination and stays with you well after you return home. Fiji really is the place where happiness finds you and we developed Bulanaires to share and celebrate this happiness with the world.”


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