tourism fiji redefines what it means to be truly rich.

Fiji is consistently ranked as one of the happiest places on earth. But in a world that increasingly defined wealth in terms of money and materialism, visits to the country were down.

So we redefined what it means to be truly rich and created a rich list of a different kind. Based on the Fijian greeting ‘Bula’—the wish for happiness, good health and the energy of life—it featured people from around the world who were truly rich; rich in happiness. Not billionaires, but ‘Bulanaires’.

We launched the campaign on World Happiness Day via TV and social, encouraging people to visit the website and meet Bulanaires from around the world, including 11-time world surfing champion Kelly Slater, Survivor host Jeff Probst, oceanographer Jean-Michel Cousteau, author and businesswoman Arianna Huffington, All Black Beauden Barrett and, of course, plenty of larger-than-life Fijians. We also featured the campaign in special ‘happiness’ issues of The Sydney Morning Herald’s Good Weekend and The Sun-Herald’s Sunday Life magazines, and PR’d it on Channel 9’s Today Show.

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