Tourism Fiji has launched a global search for an ad agency, saying Australia is one of the key markets where the search will focus.
The tourism body has begun looking for a lead global advertising agency to develop and implement a global masterbrand strategy.
The search follows a destination marketing audit completed in late 2011, which concluded that there were significant opportunities in the body taking a global approach with its brand communications, rather than a market-by-market approach.
The hunt marks the first time the body has looked for a global agency. Previously advertising was handled by individual agencies in each market. In Australia, Tourism Fiji has previously worked with PMA Communications Group.
Tourism Fiji expects the successful agency may be selected from Australia. An agency may also be selected from Fiji, New Zealand or the United States (California).
The process will be completed before June 2012.
Tourism is one of the primary industries in Fiji, with millions of tourist dollars flowing into the country per year.
The tourist dollar is significant for most countries in the Pacific Islands. These countries often look off-shore towards more developed advertising markets for advertising agencies.
Tourism Vanuatu has worked recently with Australian agency Moon Communications, while Tonga’s Ministry of Tourism has recently recruited a New Zealand ad agency BCG2 to handle branding and advertising.
On a political note, Fiji is currently being run by a military-led government, with martial law only being lifted a few days ago. The winning advertising agency will most likely have to deal with this force, which has is renowned for muzzling the media.
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