The successful agency will be asked to develop a new Tourism Fiji global brand idea and accompanying communications style. This will then be adopted and implemented locally in each of Tourism Fiji’s international markets.
The agency will also be required to implement media campaigns in its local market.
The decision to go to pitch, and to consolidate creative work in to a single agency, follows an extensive destination marketing audit completed in late 2011. A key outcome of that anaysis was that taking a global approach to brand communications would create a range of new opportunities and help to ensure Tourism Fiji a maximum return on its marketing investments.
The national tourism office says it will therefore work on a new "global masterbrand" strategy.
Initial expressions of interest are due before 8 February, with participating agencies offering a credential pitch in the first instance. From there, a shortlist of agencies will be asked to make a full pitch encompassing a full creative and strategic proposal.
Michael Meade, acting chief executive officer of Tourism Fiji, said the association had already had strong levels of interest from the industry, despite only announcing the pitch on 24 January. "We’ve already had a huge response of agencies wishing to work with one of the world’s most magical brands," he said.
The pitch is scheduled to be completed in June this year.
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