Holmes Report 20 Aug 2012 // 11:00PM GMT
NADI, FIJI--Ogilvy PR has won PR duties for Fiji's tourism body and national airline in North America.
The firm has been appointed by Tourism Fiji and Air Pacific, the airline that will soon rebrand as Fiji Airways.
Ogilvy PR will aim to promote both brands through a mix of media relations, digital communications, and consumer marketing initiatives, starting later this year.
The Tourism Fiji appointment follows an extensive destination marketing audit completed in late 2011, which found a pressing need for a globally standardized Fiji brand that could be adopted and implemented in local markets.
The Air Pacific assignment, meanwhile, was initiated to help support the airline’s re-brand and new aircraft deliveries in 2013.
Tourism Fiji acting CEO Michael Meade said that Ogilvy PR had secured the business following a tender that received more than 30 responses.
“We were impressed by the team’s experience in destination marketing, creative approach to solving tourism challenges and proven ability to implement integrated campaigns,” said Meade. “The firm demonstrated a true understanding of our core mission and we believe they will be instrumental in taking the Tourism Fiji brand to new heights.”
Dave Pflieger, CEO of Air Pacific and chairman of Tourism Fiji, added that the Ogilvy appointment comes at a critical time for the airline brand, ahead of the rebranding and rollout of new aircraft.
"We wanted the right partner in the US who could help elevate the new ‘Fiji Airways’ brand to the next level," said Pflieger.
Ogilvy PR will aim to enhance both brands among potential visitors and tourism officials as well as provide support and counsel for events, trade shows, partnerships and sponsorships.
Led by the agency’s consumer marketing practice, headed by Leslie Capstraw, the contract will be serviced from Ogilvy PR’s Los Angeles office.
“Successful tourism communications and nation branding demands a deep understanding and vibrant storytelling of everything from cuisine, to arts, culture, unique experiences, history, architecture, and of course, airlines," added Ogilvy PR West MD Michael Law.