Tourism Fiji will reveal its new brand at the World Travel Market (WTM) 2012 to be held in London from November 5-8. It follows the recent rebranding exercise of Fiji’s national carrier Air Pacific into Fiji Airways.
NADI- Fiji Tourism’s new tagline will be effective from January next year. This information was provided by Michael Meade, Acting CEO, Tourism Fiji, during the maiden India Fiji Tourism Exchange (IFTE) held inFiji last month. IFTE, a one-day buyer-supplier meet, saw a strong participation of regional travel agents and buyers – the largest being an Indian delegation of 34 travel agents and tour operators. Buyers met with 36 Fijian suppliers that included hotels and resorts, inbound tour operators andFiji’s national airline.
Speaking about rebranding Fiji, Elizabeth Powell, Permanent Secretary – Ministry of Public Enterprises, Communications, Civil Aviation & Tourism, Government of theRepublic ofFiji, said, “We will be rebranding our country. We are no longer going to be using our tagline, ‘Fiji Me.’ We will be adopting a new slogan, imagery and many new initiatives that we will be producing forFiji and TourismFiji.” The rebranding exercise follows an extensive destination marketing audit completed in late 2011, which pointed out a need for a globally standardisedFiji brand that could be adopted and implemented in local markets. Powell informed thatFiji’s hotels and resorts would also be part of the rebranding effort.
The presentation of the newFijicampaign and logo will be revealed during the next World Travel Market in London. At the same time, a new website will be officially introduced.
Earlier this year, national carrier Air Pacific also underwent a complete rebranding with the introduction of its new name Fiji Airways in late August, followed on October 10 by the introduction of the new livery and features of its brand-new Airbus A330s scheduled to take to the skies in 2013. “The unveiling of the new look and features of our soon-to-arrive A330s is the latest milestone in a series of initiatives that are a part of the Air Pacific’s restructuring and rebranding,” highlighted Dave Pflieger, Air Pacific’s Managing Director and CEO.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
