Fiji Me at risk in brand strategy

By admin


Tourism Fiji is searching for a single advertising agency to handle its global “masterbrand” strategy following an extensive review last year into the effectiveness of its marketing.
The government has instigated the search with the successful agency tasked with developing and implementing “an exciting new Global Masterbrand Strategy”.
Speculation is mounting that the restructure could spell the end of the Fiji Me campaign.
“The successful advertising agency will be required to develop a new Tourism Fiji global brand idea and communications style which will be adopted and implemented locally in each of Tourism Fiji’s international markets,” Tourism Fiji said in a statement. “The agency will also be required to implement media campaigns in its local market.”
Fiji’s advertising in Australia is currently handled by Sydney-based PMA Communications and in New Zealand by Barnes, Catmur and Friends. Both will be invited to take part in the tender process along with incumbent agencies in other markets.
The process will be completed before June.
Tourism Fiji said it expects the successful agency to be based in Fiji, Australia, New Zealand or the US.
The new approach follows a review carried out in 2011 which, according to the tourism body, “highlighted the opportunities available to Tourism Fiji in taking a global approach to brand communications as it works hard to ensure a maximum return on its investment”.

Email the Travel Weekly team at traveldesk@travelweekly.com.au

Latest News

  • News

Caravan Living on the Rise: Aussies Seek Freedom, Flexibility, and Adventure on the Open Road

Caravanning in Australia is experiencing a remarkable surge in popularity, attracting a broad range of people seeking the freedom to live on their terms, Canvas8 data shows. As the cost of housing continues to climb, caravanning offers a flexible and affordable alternative that allows individuals to explore the vast Australian landscape while retaining the comforts […]

  • Cruise
  • Food & Beverage

Holland America Line refreshes Rudi’s Sel de Mer specialty restaurant

Holland America Line has announced it is updating Rudi’s Sel de Mer with a relaxed Mediterranean bistro fool aboard Rotterdam, Nieuw Statendam and Koningsdam. The intimate venue features casual but classic Mediterranean dishes that reflect the cuisine of regional countries including Italy, France, Spain, and Greece. The new concept is rolling out in January and February 2025. […]

  • Road & Rail

Man with a caravan provides expert tips for making the right choice

As caravan buying surges for new year holiday makers, Crusader Caravans has provided expert tips to help Aussies make the right choice for their rig. A particular problem amongst new, and even seasoned caravaners is unintentionally overloading their rigs. This poses a major safety risk, can void insurance pay outs, and is an offence with […]

  • Destinations

Touring the Calanques of Marseille by boat

Marseille, one of the highlights of France’s stunning Mediterranean coastline, beckons travellers with ancient charm, lively markets, and unbeatable summer vibes. It also serves as a gateway to one of southern France’s most stunning natural attractions: the Calanques. For those seeking a serene summer escape, embarking on a day tour of the Calanques offers an […]

  • News

Troy Haas joins The World Travel and Tourism Council

The World Travel & Tourism Council (WTTC) has welcomed Brownell CEO Troy Haas to its distinguished membership, bringing unparalleled expertise in global luxury travel. Founded in 1887, Brownell is North America’s oldest travel agency, rooted in innovation since its inception. What started as a bold venture with 10 intrepid travellers aboard the SS Devonia to Switzerland, has […]