Fiji Airways has introduced its first-ever sonic branding, created with Havas Host, blending iTaukei, Fijian Hindi, and English to reflect the nation’s culture. Featuring local artists and the renowned Pasifika Voices Choir, the anthem accompanies passengers throughout their journey, offering a warm, authentic, and emotionally resonant expression of Fijian hospitality.
Fiji Airways has added a new dimension to its identity—one that passengers can hear, feel, and carry with them long after they land. With the introduction of its first-ever sonic branding, the national airline of Fiji has woven the essence of its promise, “Welcome to Our Home,” into a musical experience created to resonate with travelers on an emotional and cultural level. The project marks a milestone in the airline’s brand revitalization journey and represents a bold move toward redefining what an airline can sound like when it chooses to reflect its people as faithfully as it reflects its geography.
Developed in partnership with Havas Host, the new sonic identity is not just another set of sounds curated for boarding and landing. It is a full-fledged musical narrative built to celebrate Fiji’s cultural richness—through language, harmony, instrumentation, and community voices. The team behind the project set out to break away from the predictable, ambient tones that dominate airline audio branding. Instead, they created something deeply rooted in the emotional warmth, communal spirit, and melodic traditions of the islands. For Fiji Airways, the goal was simple yet ambitious: to give passengers a sound that feels unmistakably Fijian, wherever they may be flying.
At the heart of the sonic branding is a four-minute hero anthem that serves as the emotional anchor for the entire system. Written and performed in three languages—iTaukei, Fijian Hindi, and English—the piece mirrors the multilingual reality of Fiji and positions the anthem not merely as a soundtrack but as a reflection of the country’s multicultural identity. This linguistic blend enhances the authenticity of the experience, ensuring the anthem has meaning for every segment of the airline’s passenger base, from local travelers to international visitors discovering the country for the first time.
To bring the anthem to life, the creators collaborated with MassiveMusic and assembled an extraordinary group of local Fijian artists, musicians, and vocalists who contributed not just technical skill but personal cultural expression. Central to the project is the Pasifika Voices Choir, an ensemble celebrated worldwide for its contributions to Disney’s “Moana,” where its harmonies helped define the sound of the Pacific on a global stage. Led by the legendary choir master Dr. Ete, the choir plays a pivotal role in shaping the anthem’s emotional texture. Their voices, rich with the traditions of village singing and church choir harmonies, infuse the track with an unmistakable island warmth that evokes images of community gatherings, coastal landscapes, and Fiji’s deeply rooted musical heritage.
Dominic Burnham of MassiveMusic described the choir’s contributions as carrying “the spirit of the villages and church choirs where harmony is a way of life.” This sense of place—of shared culture and everyday song—forms the backbone of the sonic identity. Complementing the choir are featured vocalists Talei, Kuki, and Ra V, each offering a distinct modern presence. Their individual voices embody the complexity and dynamism of contemporary Fiji, bridging traditional choral styles with a more contemporary feel. Together with a range of local instrumentalists, they create a layered musical experience that blends heritage with innovation, a theme that mirrors Fiji Airways’ broader brand approach.
The anthem is not confined to one setting. Fiji Airways and Havas Host developed multiple audio variations tailored to different touchpoints across the customer journey. From a concise audio logo to full-length versions used during boarding, inflight moments, disembarkation, and advertising, the sonic branding creates a consistent and immersive presence. Whether a passenger is stepping onto the plane at an international airport, settling into their seat for a long-haul flight, or watching a promotional film miles away from the Pacific, they will now encounter a sound designed to remind them of the care and generosity that the brand associates with home.
For Fiji Airways, this is not just about music—it is about hospitality. Thomas Robinson, Officer in Charge for the airline, emphasized the emotional intention behind the project. “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,” he said. The word “Vuvale,” meaning family, is central to the airline’s identity and vision. The sonic branding is an extension of that philosophy, offering a warm welcome to those arriving and a heartfelt reminder to those departing.
The creative team at Havas Host also viewed the project as an opportunity to reinterpret the idea of home in a way that felt personal and participatory. Laura Mahony, Head of Client Experience, noted that crafting the anthem meant capturing “what ‘home’ truly sounds like for the people of Fiji.” Their aim was to produce something deliberately distinct from conventional airline branding—music that was not only welcoming but culturally grounded and emotionally truthful. “This brand anthem brings that feeling to life for every passenger,” Mahony explained. “It’s more than music; it’s an invitation into Fiji’s culture.”
Behind the scenes, the making of the anthem became a creative journey of its own. The project includes a documentary-style film that offers a glimpse into the collaborative process, showcasing the talent, passion, and cultural pride of everyone involved. From studio sessions to on-location recordings featuring natural soundscapes, the film serves as both a creative archive and a tribute to the artists who shaped the sonic identity. It highlights the commitment to authenticity and community participation that defined the project from the outset.
Sonic branding has increasingly become a strategic tool for brands around the world, allowing them to engage audiences beyond the visual and textual realms. But Fiji Airways’ approach stands out for its depth and cultural specificity. Rather than using generic uplifting melodies or ambient tones, the airline chose to amplify the voices of its own people, ensuring that anyone who interacts with the brand hears something that cannot be mistaken for any other airline—or any other place in the world. It is this sense of rootedness that gives the project its emotional power.
As the new sonic identity begins to roll out across flights and communications, it promises to reshape the way passengers perceive their journey with Fiji Airways. For locals, it becomes a familiar embrace; for visitors, an invitation into an experience that extends beyond tourism and into cultural appreciation. And for the airline itself, it offers a resonant expression of its values at a moment when travel brands are increasingly seeking to reconnect with customers through authenticity and emotional storytelling.
In bringing its new sonic branding to life, Fiji Airways has crafted more than a piece of music. It has created an audible homecoming—one that follows passengers across oceans, welcomes them at every touchpoint, and brings the spirit of Fiji a little closer to wherever they may be.
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