{"id":50620,"date":"2021-12-09T14:53:03","date_gmt":"2021-12-09T13:53:03","guid":{"rendered":"https:\/\/travindy.com\/?p=50620"},"modified":"2021-12-09T14:59:22","modified_gmt":"2021-12-09T13:59:22","slug":"tourism-fijis-shameless-new-campaign-is-a-reminder-for-marketers-everywhere","status":"publish","type":"post","link":"https:\/\/travindy.com\/news\/2021\/12\/tourism-fijis-shameless-new-campaign-is-a-reminder-for-marketers-everywhere\/","title":{"rendered":"Tourism Fiji\u2019s shameless new campaign is a reminder for marketers everywhere"},"content":{"rendered":"<p><span class=\"wpsdc-drop-cap\">W<\/span>hat happens when an all-white leadership team \u2014 tourism board, ad agency, production company and actress \u2014 comes together to design the tourism marketing campaign for an Indigenous archipelago?<\/p>\n<p>You get Fiji\u2019s new \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=2vZNLPTXg8Q\" target=\"_blank\" rel=\"noopener\">Open for Happiness<\/a>\u201d video \u2014 a shocking visual display of colonial tropes, in a narrative that centers the needs of the privileged tourist, portrays the country\u2019s host communities and culture as a mere backdrop, and sells the stereotype of a <em>\u201chappy Indigenous\u201d<\/em> brown island as \u201c<em>paradise<\/em>.\u201d<\/p>\n<p>[youtube https:\/\/www.youtube.com\/watch?v=2vZNLPTXg8Q]<\/p>\n<p>&nbsp;<\/p>\n<p>Tourism Fiji\u2019s campaign, which features Australian actress Rebel Wilson and was produced by ad agency Saatchi &amp; Saatchi, tells the story of a white female drifting in a raft off the shores of Fiji, in search of happiness. The campaign was launched to coincide with the <a href=\"https:\/\/skift.com\/2021\/12\/01\/fiji-welcomes-back-tourists-in-tightly-controlled-border-reopening\/\" target=\"_blank\" rel=\"noopener\">reopening of Fiji\u2019s borders<\/a> to the world on December 1.<\/p>\n<p>In the story line, Wilson spots a tropical island in the distance through her antique telescope, a-la-Christopher-Columbus, and asks \u201c<em>Is happiness something that you can actually find<\/em>?\u201d Bula! greets a passing tour boat, with a local musician playing the guitar for a white tourist couple enjoying the views from the top deck.<\/p>\n<p>Once on the island, she is welcomed at the shoreline by Fijian resort workers in uniform, one of whom is made to sound clueless \u2013<em> actress<\/em>? he repeats in a tone that insinuates islanders are too dim to know about Hollywood. The destination\u2019s showcase predictably sticks to sun, sea, sand, but as Wilson continues her dizzy blonde act, she says to the viewer, \u201c<em>Is it better to put yourself in a place where happiness finds you?<\/em>\u201d while strolling across a high end beachfront luxury resort.<\/p>\n<p>Granted, two years of no tourism is a harsh economic blow for tourism-dependent Fiji, and travelers \u2014 particularly Aussies, Kiwis, Americans and the British \u2014 are desperate for tropical scenery and pampering after suffering some of the world\u2019s longest lockdowns.<\/p>\n<p>But must tourism leap centuries backwards to its colonial roots to lure the high spending visitor back?<\/p>\n<p><strong>This is an excerpt from an article by Lebawit Lily Girma, originally published by<a href=\"https:\/\/skift.com\/2021\/12\/07\/tourism-fijis-shameless-new-campaign-is-a-reminder-for-marketers-everywhere\/\" target=\"_blank\" rel=\"noopener\"> Skift.com<\/a>.<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What happens when an all-white leadership team \u2014 tourism board, ad agency, production company and actress \u2014 comes together to design the tourism marketing campaign for an Indigenous archipelago? You get Fiji\u2019s new \u201cOpen for Happiness\u201d video \u2014 a shocking visual display of colonial tropes, in a narrative that centers the needs of the privileged [&hellip;]<\/p>\n","protected":false},"author":367,"featured_media":50622,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131,16,3139,138,534],"tags":[1696],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Tourism Fiji\u2019s shameless new campaign is a reminder for marketers everywhere<\/title>\n<meta name=\"description\" content=\"hat happens when an all-white leadership team \u2014 tourism board, ad agency, production company and actress \u2014 comes together to design the tourism marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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