Fiji Airways has created its first sonic branding, developed by Havas Host, marking a new chapter in its ‘Welcome to Our Home’ brand platform.
The campaign will run across social, online video, digital, and in-flight communications, with the behind-the-scenes film showcasing the creation process.
Designed to feel uniquely Fijian and represent its people and culture authentically, the audio will accompany travellers on their journeys from boarding and in-flight to disembarkation, with a warm, welcoming presence.
At the core is a four-minute hero song in the native iTaukei, as well as Fijian Hindi and English. Havas Host created it in collaboration with MassiveMusic, Fijian artists, and the Pasifika Voices Choir, famous for Disney’s Moana. Multiple adaptations have been created to suit different contexts, including audio logos, boarding music, and cut downs for advertising and in-flight communications.
The project also includes a behind-the-scenes film that tells the story of how the anthem was created and celebrates the local talent who were involved.
With this launch, Fiji Airways joins only a handful of national carriers worldwide to establish a fully integrated sonic ecosystem.
“When our passengers hear this song, we want them to feel like they’re part of our Fiji Airways Vuvale and part of our beautiful home – Fiji, with the care, warmth and the genuine kindness we are known for,” Fiji Airways’s officer in charge Thomas Robinson said.
“Working with Fiji Airways on this project has been an incredible honour. Together, we set out to capture what ‘home’ truly sounds like for the people of Fiji – something deliberately different, warm, welcoming, and authentically Fijian,” Havas Host’s head of client experience Laura Mahony said.
“This brand anthem brings that feeling to life for every passenger, from the moment they step on board to the moment they land in Fiji. It’s more than music; it’s an invitation into Fiji’s culture,” Mahony added.
“At the heart of this project were Fiji’s own voices, with the renowned Pacifica Voices Choir led by legendary choir master Dr. Ete. Their singing carried the spirit of the villages and church choirs where harmony is a way of life,” MassiveMusic’s Dominic Burnham said.
“In contrast, featured vocalists Talei, Kuki, and Ra V brought a distinct presence, all embodying the true lead singer - voices that rise above and elevate. Sung in English, iTaukei, and Fijian-Indian alongside other local musicians, they together offered not only their instruments and voices, but also the spirit of community, heritage, and home that defines Fiji,” Burnham added.
Credits:
Fiji Airways
Havas Host
MassiveMusic / Composer Haydn Walker
Pasifika Voices – Fijian Choir
Dr Igelese Ete – Choirmaster
Talei Burns – Lead vocalist
Kuki Nalawa – Lead vocalist
Ra V – Lead vocalist
Nemia Vanua – Guitarist
Damiano Logaivau – Percussion & iTaukei lyrics transcreation
