The Hallway lands Tourism Fiji as foundation media client

Lindsay Bennett
By Lindsay Bennett | 19 December 2018

The Hallway has won the media account for Tourism Fiji following a competitive pitch as the agency ramp up its media capabilities.

The independent agency is now tasked with leading Tourism Fiji's media planning and buying in a bid to increase visitation to the tropical destination.

The tourism organisation is The Hallway's foundation media client as it looks to expand its full-service offering and pair creative with performance media channels.

The Hallway CEO Jules Hall said the agency is committed to driving growth for it clients and delivering end-to-end is critical to the proposition.

"Media and technology are effective levers to improve relevancy and efficiency for marketing teams, and we believe a great agency must be an expert in both," he said.

The appointment follows a creative and media review with Saatchi & Saatchi New Zealand appointed last year. The agency this week released a new global platform for Tourism Fiji that highlights the island's 'Bula Spirit'.

Tourism Fiji regional manager Hal Caldwell said it was extremely important to the organisation to find the right media planner with the travel landscape constantly evolving.

"The team have already impressed with their refreshing strategic, creative and media expertise, so we’re confident they will be able to help us deliver great results," he said.

"The Hallway’s unique, methodical use of technology and creativity will enable us to inspire more Australians to choose Fiji for their holidays.”

Making media moves

The Hallway is one of the many independents in market moving into media buying, planning and strategy. Previously viewed as "creative agencies", shops like The Hallway, Thinkerbell, BCM and 303 MullenLowe are now competing for media accounts.

The reintegration of media and creative isn't a new idea, but it has picked up speed in the last six months. Indie agencies are taking advantage of the frustration some clients feel towards some of the larger holding group media agencies with cross-selling and speed of delivery. In some cases, independent-only pitches are been held to cut out holding groups.

It's a trend that some creative agency leaders predict will continue in 2019.

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