TOURISM Fiji's new slogan — Fiji, where happiness finds you — truly reflected the country's position as a holiday destination.
And Andy McLeish, head of planning at COLENSO BBDO, the advertising agency tasked with lifting Fiji's global tourism profile said his company's strategy to selling Fiji as a holiday destination was marketing the country as the place to find real happiness among the friendliest people.
"We knew that the place was stunningly beautiful, had a range of experiences and diverse things on offer but most importantly it was the people that made the destination unique.
"The Fijian people are happy and they make you feel happy.
"People in Fiji smile more than anywhere else in the world," he said.
"And this strategy will be based on facts. There was a study done in 56 countries in the world and 54,000 people were tested and Fijians were found to be the happiest in the world which is a remarkable feat. Happiness is the thing we own that nobody else has. And everyone was looking for it.
"Now more than ever people are working longer hours and looking for any opportunity that provides an escape to happiness.
Brands around the world are trying to sell happiness but you can't get happiness from a can, you can only get it from a place like Fiji.
"Our strategy is to show that Fiji can make you happier than anywhere else in the world," he said.