Tourism Fiji’s has unveiled a new, laugh-inducing tourism campaign that claims the tropical paradise is where ‘happiness comes naturally’.
Happy Passports isn’t your average sunshine-and-beaches schlock. It’s a hilarious and relatable takedown on the often-dreaded passport photo. We’ve all been there: forced smiles, strained expressions, a look that vaguely resembles a hostage situation more than a tropical vacation.
The campaign has neared 2 million views on YouTube, easily surpassing last summer’s viral champion, VisitOSLO’s ‘Is it even a city?’ which garnered 1 million views.Tourism Fiji’s new campaign,
“Fiji is the place where happiness comes naturally, which makes it very hard not to smile. That’s why we have the problem of visitors struggling to look like their passport photos when they leave,” the Tourism Fiji website says.
Funny campaigns proving a success
When it comes to advertising a country or capital city, destination marketers have countless resources at their fingertips.
But our favourite has quickly become a satirical take.
Oslo – is it even a city? Norway’s hilarious new tourism campaign tells travellers not to come
Other advertising campaigns of similar fashion recent years include Visit Sweden’s campaign last year which reminded travellers that is has no affiliation with Switzerland.
Lithuania also poked fun at outdated stereotypes many have about life in the Vilnius with its own comedic video ‘Expectations VS. Reality’.
