Tourism Fiji taps Ogilvy as PR agency partner

NADI, FIJI: Tourism Fiji has selected Ogilvy Public Relations as its North American PR agency partner following a competitive review.

NADI, FIJI: Tourism Fiji has selected Ogilvy Public Relations as its North American PR agency partner following a competitive review.

The agency's consumer marketing practice in its Los Angeles office will start working on the account this fall. Tourism Fiji representatives were not immediately available for comment.

In a statement, acting CEO of Tourism Fiji Michael Meade said the travel organization chose Ogilvy because of its “experience in destination marketing, creative approach to solving tourism challenges, and proven ability to implement integrated campaigns.”

Ogilvy will focus on promoting the Fiji brand to potential visitors through PR support, media outreach, digital communications, and events and partnerships.

“Fiji has a lot to offer as a destination, and we feel that consumers really need to have a better understanding of what these islands are all about. It will be our job to share the special experiences and special people Fiji has to offer,” explained Leslie Capstraw, EVP of consumer marketing at Ogilvy.

Tourism Fiji held a destination marketing audit last year that showed global brands need to be adopted in local markets.

With a team of five staffers working on the account, Ogilvy will create an integrated campaign to increase consideration among consumers in North America to travel to Fiji. The firm will engage travel publications both online and in print, as well as consumer lifestyle outlets, Capstraw said.

In addition to Fiji, Ogilvy was named PR agency partner in the US for Air Pacific, after a competitive review.

For Air Pacific, which will return to its original name of Fiji Airways in March 2013, the agency will help the company rebrand, said Capstraw. Ogilvy, which will begin work for the brand in the fall, will also promote its new logo and the three new planes coming onto its fleet.

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