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

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20.03.2019

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.

Thus the concept of ‘Bulanaires’ was born – a play on Fiji’s greeting, ‘Bulla’, and billionaires –........

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