
The Challenge
Fiji Airways needed more than a sonic logo—they needed a brand anthem that could carry the emotional weight of national identity while functioning across diverse airline touchpoints.
Represent a nation
Capture Fiji's warmth, hospitality, and spirit in sound.
Function operationally
Work seamlessly from boarding music to broadcast campaigns.
Honour multiculturalism
Authentically reflect both iTaukei and Indo-Fijian communities.
Create emotional connection
Make passengers feel they're coming home, not just boarding a flight.
The Solution
A brand anthem designed to function as both a functional asset and a cultural milestone—making every touchpoint feel like coming home.
The Strategy
Creative brief
Translate the feeling of returning home to Fiji—the warmth, connection, and collective spirit of welcome.
Cultural authenticity
Work exclusively with celebrated local artists to ensure genuine representation.
Bilingual integrationNot separate versions, but one unified anthem that seamlessly weaves Fijian and Hindi—reflecting the nation's multicultural identity as a strength, not a division.
The System
Core Asset
Brand Anthem: "Welcome to Our Home"
Full orchestrated extended boarding version with choir, bilingual verse, instrumental embellishments.
Deployment Formats
Boarding / disembarkation edits
Broadcast cuts — TV and cinema adaptations
Radio formats — audio-only versions
Digital / social — short-form edits
Launch / corporate — live performance integration
Touchpoints
Onboard experience
Broadcast campaigns
Radio
Digital / social
Launch / corporate events
How it Sounds
Clips are provided for reference from public sources.
Socials - Staff Reactions
Socials - Live Performance
Building Salience
The anthem created national pride for Fijians—a sonic expression of their multicultural identity that positioned Fiji Airways as their carrier, not just an airline. Onboard, it transformed boarding into an emotional brand moment. As a unified asset, it provided consistent content across formats—from boarding to broadcast campaigns to cultural storytelling.
The emotional response was profound. "Sitting here quietly in my office, with my eyes closed, tears streaming down my face filled with pride," wrote one listener. Another described: "When we close our eyes and get lost in the music, it gives such a heartwarming feeling that brings back all the memories of touching down at Nadi International Airport, the warmth of the sun, the slow breeze, the smiles and just knowing that You Are Home!"
The impact extended beyond Fiji. A non-Fijian observer wrote: "Hearing the language in a song for your flag carrier airline has proved to us, the rest of the world, you are truly one people under one flag. No division, just humans under the sun."
Disclaimer
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Client: Fiji Airways
Client Leads: Christina Nastassia, Templin, Donita Tuilevuka
Agency: Havas Host - Sydney
Creative Director: Pete Sherrah
Creatives: Jay Lee & Anastasia Simone
Agency Producer and BTS director : Alistair Ferrier
Sonic Strategy : Ramesh Sathiah
Composer: Haydn Walker (@haydnwalkermusic)
Featured Artists:Talei Burns, Apakuki Nalawa (Kuki), Ra V,
Choir: Pacifika Voices
Choirmaster: Dr Igelese Ete
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