Tourism Fiji has appointed earned-first communications agency Havas Red to lead its PR and influencer activities in Australia, following a competitive pitch process.
With Aussie travellers accounting for almost 50% of all visitor arrivals into Fiji – a love affair that stretches back over 50 years – Havas Red will keep the Pacific island destination top of mind with storytelling that highlights its best-known and undiscovered gems.
Fiji’s 333 islands offer something for everyone – from relaxing on white sand beaches or exploring the local villages to hiking to waterfalls and snorkelling with Manta Rays. But what makes Fiji so famous is the warmth of its people, who are known for their contagious “Bula” spirit, cheeky sense of humour and living culture, centred around family and community.
Following the appointment, Havas Red joins sister agencies Havas Host and Havas Media in forming the destination’s Australian agency village.
Havas Red’s remit includes creative PR campaigns, media relations, influencers, and brand partnerships that build on Fiji’s award-winning brand platform, ‘Where Happiness Comes Naturally’.
Brent Hill, Tourism Fiji CEO, said, “Havas Red showed a thoughtful and creative approach to our challenges, which unearthed unexpected stories and reasons for Australians to choose Fiji as their next or return travel destination. Their ideas were designed to cut through in culture and the evolving media environment. The team at Havas Red have proven capability in helping tourism brands land ideas that truly represent their unique brand positioning, and we’re excited to build those ideas together and continue to show a different side to Fiji.”
Shane Russell, Havas Red CEO said the agency was proud to be appointed to a destination so loved already by Australians. “Fiji holds a special place in the hearts of millions of Aussies, with people of all ages experiencing the happiness that comes so naturally to Fijians. It’s an exciting opportunity to help Fiji extend its brand to reach more travellers, and to retain its share of voice in an increasingly competitive travel and tourism market .”
Havas Red will be working with the Havas Village agencies on the next iteration of the Where Happiness Comes Naturally brand campaign.
