Cover
Title page
A three-year plan for Fiji’s next stage of growth.
Deepening Where Happiness Comes Naturally, built on your brief, your cultural foundations, and the markets we already sell Fiji into every week.
To partner with a brand that defines itself as natural happiness could well be one of the most enthralling briefs on earth.
Vinaka vaka levu for the opportunity to present our proposed approach to the Tourism Fiji brief.
We’ve had the privilege of getting to know the Fijian market over the last five years, through connection at HOTEC and AHICE each year. We’ve also been working closely with Raffe Hotels and Resorts across the market, and have been truly taken aback by the warmth and hospitality we have experienced first hand - from Nadi to Suva and everywhere in between.
The first time I ever landed in Nadi and walked across the road to the local hotel, I was stopped to ask if I needed help twice and shared a Bula with two different passers by in cars.
Fiji really is where happiness comes naturally.
Talk offers a range of points of difference, insights and key cultural alignments that, together with your in-house team, your brand and your beautiful country, we are confident can deliver the next growth story for Fiji.
We trust you’ll enjoy our insights and recommendations, and we’re excited to explore a closer partnership together.
Vinaka,
Cooper Jitts
Founder and Principal, Talk Agency
What we are responding to
We are bidding all three functions - Creative, Media and Digital - as one accountable team, because the three scopes depend on each other and work best under one plan. This response follows the structure set out in your brief, section by section.
Australia.
The largest market, in need of the next growth lever.
The audience
The family holiday has survived cost-of-living pressure, but it is now a considered purchase. 67% of Australian travellers need strong confidence before booking and 54% cross-check multiple sources, while 64–71% of family travel decisions are influenced or led by the children. Social proof does more to convert this audience than discounting.
The competitive picture
Bali is around 50% cheaper like-for-like and the gap is widening as the dollar strengthens against the rupiah. Vanuatu's eight-week digital burst reached 9.3m Australians and its arrivals rose 28%. And your brief names the quieter rival: travellers favouring closer, more familiar destinations, which for Australian families means Queensland, or trading the trip down entirely.
Conversion barriers
The barriers: price-per-day comparisons with South-East Asia, "seen it" fatigue among repeat visitors who never left the resort, confidence knocks from live disruption (Cyclone Vaianu stranded Australians in April), and a school-holiday capacity squeeze that concentrates demand into the most expensive weeks.
Channel emphasis
BVOD is mainstream (9Now, 7plus, 10play, Binge) and takes the largest single share of reach spend, with YouTube alongside it. Meta carries the widest penetration across the funnel. OOH works the metro commute and airport corridors, with cold-snap triggered creative.
Timing
Booking window 3–6 months, in a last-minute deals culture. Travel peaks across the June–September dry season and the April, July, September–October and December–January school holidays - so weight follows those windows rather than spreading evenly.
New Zealand.
Opportunity to accelerate vs comp set.
The audience
Outbound travel is still growing, up 4.1% to 3.29m departures, while real discretionary income falls 2.5%. These are fewer, more deliberate travellers who trade down before they cancel. VFR and multi-generational travel over-index, and 66% of travellers say they want authentic, culturally representative experiences, which is ground your platform already owns.
The competitive picture
The Cook Islands draws 65–69% of its visitation from New Zealand and has NZ$29.8m of government support paused, even as Air New Zealand opens Christchurch–Rarotonga. The Gold Coast is also investing in New Zealand, with 35,000 extra Air NZ seats behind it.
Conversion barriers
The barriers: Rarotonga substitution, price-per-night comparisons that ignore Fiji's breadth, and wet-season hesitancy that is real but overstated, suppressing the Q1 and Q2 shoulders. Fiji-specific New Zealand barrier research is thin, and we would close that gap as an early deliverable rather than assume.
Channel emphasis
TVNZ+ and ThreeNow carry BVOD at CPMs low enough that a modest budget still buys real presence. Stuff and NZME native placements are trusted environments. Social CPMs are smaller than Australia's, so reach compounds faster per dollar.
Timing
Booking window 3–5 months, marginally shorter than Australia. Travel concentrates hard into July–August plus school holidays - which is exactly why we burst rather than trickle, and why the shoulder-season argument is worth making.
North America.
Biggest opportunity, greatest care needed.
The audience
High-yield honeymoon, luxury and adventure travellers buying meaning over itinerary. General booking windows run 6–9 months, and honeymoon planning runs longer still, at 10–14 months. Familiarity is low but moves quickly when worked: your West Coast and Vancouver campaign lifted US visit intent 162% and preference 78%, and Canada moved 82% and 116%.
The competitive picture
Hawaii is the default, and for Americans it is domestic: no passport, no unfamiliarity. Tahiti owns the overwater image. Mexico and the Caribbean win on access, with Cancún roughly five hours from LAX against Nadi's eleven, though Fiji compares well against the Maldives. Mālama Hawaii already owns the regenerative pledge, which is why our stewardship territory takes a different shape.
Conversion barriers
The barriers: awareness itself, luxury's dependence on the advisor channel, and capacity concentrated in LAX and SFO at 77% and 75% loads. The Dallas route, launched without demand built behind it, exits in September 2026 at 59% loads and 19% point-to-point traffic.
Channel emphasis
CTV-first households (Hulu, Roku) carry the awareness job, focused on West Coast DMAs. Pinterest is where honeymoons and weddings are planned, so it is bought as a primary channel. Search CPCs run two to three times Australian rates, so intent capture is bought selectively.
Timing
Booking window 6–9+ months, with travellers planning full itineraries. Travel peaks May–October, plus a winter-sun window December–February for the West Coast - so the long-lead creative has to be in market well before the season it serves.
Eight audience segments, planned to four campaign pillars.
Travel demand and booking demand follow different curves. Travel peaks in the dry season; booking peaks in January, which alone carries 11% of Australian and New Zealand booking demand and 12% of American. Media weights to the booking curve, offset from travel by each market's lead time: three to six months in Australia, three to five in New Zealand, six to nine or more in the United States. Each segment below is reached in its booking window.
| Segment | The insight we would act on | Territory door | Lead campaign | Markets | Booking window |
|---|---|---|---|---|---|
| High-value experiential | Has done the resort holiday; does not know Fiji's interior exists | Proven Happiness | Plan Happy | AU · NZ | Jan–Mar surge |
| Families & multi-gen | Parents buy ease; what they remember is their children being welcomed into other families | Brought Into the Circle | Plan Happy · Chase the Sun | AU · NZ | Jan–Mar, Apr–Jun |
| Luxury & premium couples | Tired of interchangeable luxury; buying belonging and meaning | We the Caretakers | Vanua and Vows | US · CA | Oct–Dec |
| Weddings & honeymoon | Choosing a place to marry into rather than a venue to hire. Engagement season sets the whole year | We the Caretakers · Circle | Vanua and Vows | US · AU | Nov–Feb engagement |
| Adventure & nature-led | Wants to take part, not just watch | We the Caretakers | Chase the Sun | US · AU · NZ | Apr–Jun |
| Marine - dive, cruise, superyacht | A specialist, community-led audience. Best visibility July–October | We the Caretakers (marine thread) | Live Loloma · Vanua and Vows | US · AU · Europe | Jul–Oct |
| MICE & business events | Planners are judged on how a place made delegates feel | Brought Into the Circle | Vanua and Vows | AU · NZ · US | Conference cycle |
| VFR (lower priority) | Fijian diaspora recommendations travel further than paid media | Brought Into the Circle | Live Loloma | AU · NZ | Jul–Aug, for Christmas |
C1 · Plan Happy Jan–Mar
FJ$920,700 · 30 / 30 / 40 across brand, consideration and conversion.
Families and multi-gen school-holiday planners, high-value experiential, and honeymooners straight out of engagement season. The biggest booking window of the year, in all three markets at once.
C2 · Chase the Sun Apr–Jun
FJ$801,900 · 35 / 30 / 35.
Winter escapers, families booking the July school holidays, adventure and nature-led travellers, luxury couples. The last realistic window to convert June–September travel.
C3 · Live Loloma Jul–Sep
FJ$683,100 · 30 / 35 / 35.
Last-minute Australian and New Zealand demand, VFR as the Christmas booking window opens, shoulder-season couples, and dive and marine while visibility is at its best.
C4 · Vanua and Vows Oct–Dec
FJ$564,300 · 40 / 35 / 25, the most brand-weighted quarter of the year.
Luxury and premium couples, weddings and honeymoon through engagement season, MICE on the conference cycle, marine and superyacht. Defends yield through the value season with storytelling rather than discounting.
Full segment detail (targeting, messaging and conversion pathway) sits in Appendix C. The always-on layer (FJ$1.98m, never paused) carries demand capture across every segment year-round. Emerging markets, with Japan as the priority followed by the UK and Europe, are served by always-on brand and trade activity rather than dedicated campaign budget in year one, and reviewed at each quarterly business review. China is excluded from this response, per your brief.
A Deeper Happiness
Four years in, Where Happiness Comes Naturally as a brand platform has equity, awards and truth. We plan to deepen the message with three distinct territories, built around rich storytelling.
Our three territories
These are built from your published cultural foundations: vulagi, vanua, iTaukei values, and the Fijian relationship with time. The territories are how we tell the platform: three story worlds running all year, going deeper for broad audiences. Every story belongs to one of the three, led by film and photography, carried by social series, and supported by web content, partnerships and UGC as the media plan provides.
Our four campaigns
The campaigns are when we point it at action: four quarterly windows that concentrate the right territory’s stories against a booking moment, with a clear funnel from awareness to conversion, while the always-on layer captures what the stories create all year round.
How we protect distinctiveness
Each territory was checked against global destination campaigns before it was included: your own archive, Palau's Pledge, New Zealand's Tiaki, Hawaii's Mālama, and the culture-led repositioning your brief notes in Tahiti, New Caledonia and Jamaica. Where another destination already owns a space, we say so and take a different route.
What we will not make
No staged welcomes, performed gratitude, drone-to-infinity-pool sequences or stock smiles. Every frame is graded for warmth and depth, and nothing is added, removed or smoothed in the grade.
Full asset cascade per territory, channel by channel, in Appendix E.
Proven Happiness
Your platform says happiness exists in Fiji whether visitors are there or not. This territory shows that happiness as it is: ordinary days, real people, nothing staged for the camera.
The approach. Observational filmmaking of everyday Fijian life: choir practice on a Tuesday night, fishermen heading out before dawn, village rugby at dusk. We film what would be happening anyway; nobody is posed and nothing is art-directed. The craft is patience: wait for the real moment, then let it play. Just like Cooper’s experience coming out of Nadi airport for the first time.
Building on Shot of Happiness. The Shot of Happiness Project showed the appetite for unstaged Fiji. This territory carries the idea further: less direction, more observation, and moments chosen because they are true rather than because they are photogenic.
Why it works commercially. Everyday life keeps happening, so this content never runs out. The format produces social assets all year round, and your in-house team can run it themselves with the kit we build.
Market flex
AU/NZ: fresh proof for people who think they have already seen Fiji, feeding the beyond-the-resort push. NA: a believable first introduction.
Campaigns it leads
Plan Happy (Jan–Mar, FJ$920,700) and Chase the Sun (Apr–Jun, FJ$801,900), the two highest-spend quarters of the year. Asset cascade in Appendix E.
Pre-dawn, before the working day begins. Observed, not directed.
Detail grammar: the ordinary act, close. Breadfruit split on a banana leaf, a watch that has seen work.
Available light only. We grade for warmth and depth, lifting shadows so you can see into them, and never invent light that was not there.
Fixed camera, wide enough to hold the whole moment. The camera does not move toward the subject.
Never directed. Nobody is told where to stand, and nobody plays to the camera.
Adding, removing or moving anything in frame. Skin smoothed. Water pushed bluer than it was. A sky borrowed from another day.
Brought Into the Circle
In Fiji a visitor is vulagi: an honoured guest, brought into the circle and placed under Fijian care. Your brief puts the promise plainly: "we are responsible for what they experience and how they remember Fiji." This territory covers that whole relationship, from the first welcome to the ninth return.
How it differs from ʻohana. Hawaii promises visitors they will feel like family. Fiji's promise runs the other way: Fijians take responsibility for their guests, and the guest feels it rather than being told it. No other destination makes that promise.
The approach. Host-told stories from every stage of the relationship: the welcome stories, the staff who still ask after a guest years later, the boat driver who stays in touch with the surfer he took out once, the village that helps host a wedding, and reunion stories. The tone is family, never service.
Why it works commercially. This is the hardest-working territory in the media plan: it carries the conversion and remarketing layers all year, plus the CRM programme, because the relationship is the reason to stay in touch that is not a discount. Remembered guests come back, and returning guests are the cheapest bookings you will ever win.
Market flex
AU/NZ: return and reunion, aimed at the 64% and 61% who already consider Fiji. NA: the promise of belonging for first-timers.
Campaign it leads
Live Loloma (Jul–Sep, FJ$683,100), peak season, when returning guests and VFR travel are at their height. Asset cascade in Appendix E.
Warm and close. Golden hour or interior lamp light. Skin graded true to the person - never bronzed, never smoothed.
Close. Hands, faces, the space between two people.
The host, not the guest. The one territory where the subject looks back at the camera.
Staff in a line. Lei greetings staged for camera. Anyone being served. Kinship, never service.
We the Caretakers
Fijians say the past is in front of us: you can see what has already happened, while the future arrives unseen. In practice it means the land you stand on has been someone's responsibility for generations, and will be someone's long after you leave. This territory turns that into Fiji's premium story: real roots, while every rival sells a week away.
The approach. Slow, beautiful films that always show more than one generation: a grandmother and a grandchild on the same beach, a village that has fished the same reef for two hundred years. Looking after the place is told as family duty, not as an environmental message.
The competitive context. Palau, New Zealand and Hawaii all ask visitors to sign promises about how they will treat the place. This is not a pledge or a programme; it is a story about who Fijians are. No other destination is telling it.
Why it works commercially. This is the territory that moves your sentiment targets, cultural depth and environmental stewardship, and it lets Fiji charge more than cheaper rivals, because roots cannot be discounted. It is also the natural home of the climate and community measures your brief asks us to help develop.
Market flex
NA: the story honeymooners choose when every resort looks the same. AU/NZ: the depth that justifies Fiji's price against Bali.
Campaign it leads
Vanua and Vows (Oct–Dec, FJ$564,300), with North America taking half the spend, timed to the honeymoon booking window. Asset cascade in Appendix E.
Land as the subject. Two roofs inside a plantation that has outlasted everyone who planted it - people implied, not shown.
Dusk, and a fire lit the way it has always been lit. Graded for depth, never pushed past what was there.
Patient. Dusk and dawn, graded for depth rather than drama.
Wide and still. People small in frame; the land holds the weight and the time.
Place first, generations second. What the land has seen, and who is standing on it now.
A sunset standing in for a story. Drone spins. Replaced skies. Anything a screensaver would use.
The media plan: three market strategies, four quarterly campaigns, and ten percent held in reserve.
Always-on · 36%
FJ$1.98m. Search, retargeting, social and trade - the layer that captures demand the campaigns create and never goes dark.
Tentpole campaigns · 54%
FJ$2.97m across four quarterly pushes, each phased 30/40/30 through launch, peak and close.
Tactical flex · 10%
FJ$550,000 held unallocated for airline capacity shifts, competitive moves, disruption recovery and opportunities we cannot yet name.
Total budget
FJ$5,500,000 working media: FJ$4,950,000 allocated across the always-on layer and four campaigns, plus FJ$550,000 held as tactical flex.
| Campaign | Window | Budget | Territory | Lead segments | AU | NZ | US | Primary channels |
|---|---|---|---|---|---|---|---|---|
| Plan Happy | Jan–Mar | FJ$920,700 | Proven Happiness | Families · experiential · honeymoon | 45% | 19% | 36% | BVOD · social · search · OOH |
| Chase the Sun | Apr–Jun | FJ$801,900 | Proven Happiness | Winter escape · families · adventure | 48% | 20% | 32% | BVOD · social · co-op · search |
| Live Loloma | Jul–Sep | FJ$683,100 | Brought Into the Circle | Last-minute · VFR · marine | 47% | 21% | 32% | Social · CRM · trade · search |
| Vanua and Vows | Oct–Dec | FJ$564,300 | We the Caretakers | Luxury · weddings · honeymoon | 35.5% | 14.5% | 50% | CTV · advisor/trade · social · search |
| Market totals | FJ$4.95m | + FJ$550,000 tactical flex | FJ$2.20m | FJ$0.93m | FJ$1.81m | 40% / 17% / 33% | ||
Balancing brand and performance
Roughly 55% of paid weight builds preference and 45% converts it, reweighted quarterly on live results. Every tentpole carries a co-operative mid-funnel layer so operators and Fiji Airways benefit from brand spend directly.
Attribution and optimisation
Platform attribution typically overstates results. As such, a data lake is recommended alongside independent third party attribution tooling to deliver tracking and KPI benchmarking against pre and post brand-lift on tentpole campaigns, lead quality tracked through to operator and commercial conversion through to tourism revenue.
When conditions change
The 10% flex pool exists for this. Airline capacity shifts (the Dallas exit, Vancouver's A350 upgrade) trigger catchment reweighting within a fortnight. Disruption, from cyclone season to geopolitical shocks, switches the always-on layer to assurance messaging within 48 hours under a pre-agreed protocol. Protocol to include communications cadence and algorithmic bidding flags (automated, with alerts) around weather patterns and airline price / route changes.
The website must grow from 13.4m to 20m sessions, and convert more of them into travellers.
The journey - Kentico & WebOS
Journey architecture rebuilt around the questions travellers actually ask, by market and segment, with regional landing pages carrying the right call to action for each activity. A continuous CRO programme runs on live evidence (test, measure, ship, weekly) under an ongoing WebOS-style scope, and lead quality is instrumented through to operator and airline handoff. SEO and GEO run alongside, so fiji.travel becomes the source that search and answer engines cite for Fiji, and as we move forward, the broader Pacific region.
The relationship - Zepic
Territory two gives your database a reason to exist beyond discounts: the relationship with Fiji persists between trips. We would work inside your existing Zepic environment with your digital team, building segmentation, journey flows and personalisation around returning-guest behaviour, consent-led and measured on repeat visitation rather than list size.
Two more properties
Your Corporate and Business Events site needs attention, and MICE is a priority segment, so we would treat that uplift as a named workstream. As your third-party booking marketplace comes online, we would build the demand paths into it from day one.
Social ecosystem
Your team owns organic social, and we support with strategy, a format kit and campaign activity. Around that sits a creator program led by the travel creators your audiences already follow, partnership content aimed at extending brand reach and bringing new audiences into the engagement funnel, and a guest UGC pipeline harvested each peak season, with high-performing pieces added to paid campaigns. The full ecosystem sits in Appendix F.
Measurement built for you
A bespoke dashboard across GA4, media, CRM and lead flow, with team, executive and board views in one pane, and custom KPI development where standard metrics do not fit. We have built brand-penetration measurement of this kind before and would develop the equivalent for your stewardship and dispersal goals. Incrementality is read alongside platform numbers throughout.
Measures beyond marketing
Your brief asks for help developing climate-resilience, sustainability and quality-of-life measures with community and government partners. These can be co-developed via agreed measures and metrics, pressure tested via a trial dashboard reporting structure and then moved into full time implementation and tracking.
The future marketing capability for Fiji can live in Fiji.
01 · We have done it
Talk runs an AI-native production and reporting pipeline today, built through CTRL, our own productised AI marketing practice. This is how we already work.
02 · We will train the industry
Two workshops a year for Fiji's tourism businesses (hotels, operators, transport, experiences) on using AI well in their own marketing, extending the benefit to the industry Tourism Fiji exists to grow.
03 · We will build it for you
A best-in-class AI environment established inside Tourism Fiji, so your team produces more, faster and at higher quality, with the tooling, prompts and guardrails documented and owned by you.
04 · It will not flatten your brand
AI here does versioning, production efficiency and analysis. It does not write your culture, generate your people or synthesise your places. Photography and film stay human and local: photographed, not generated.
What it means commercially
Within the stated creative budget, a territory launches as a full multi-market asset system across every channel, priority segment and core market, with variant refresh measured in days. Versioning that consumes a large share of a network agency's production budget consumes a small fraction of ours.
Over three years this compounds in your favour: as your team's capability grows, your dependence on agency resources should fall. We are deliberately proposing to reduce that dependence, and to be measured on it.
The three-year arc
| Year 1 | Environment established. Your content team runs the documentary format kit. Two industry workshops delivered. We train, you own. |
| Year 2 | Versioning and reporting move in-house. Workshops extend to regional operators. Agency resources begin shifting from production to strategy. |
| Year 3 | A durable in-country capability. You need us for strategy and new ideas rather than every asset, and the saving is yours. |
We would put this commitment in the contract, and report against it at every quarterly review.
One year on a page: campaigns, always-on, production, sprints and workshops.
| Jan | Feb | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Plan Happy | ||||||||||||
| Chase the Sun | ||||||||||||
| Live Loloma | ||||||||||||
| Vanua and Vows | ||||||||||||
| Always-on · paid | ||||||||||||
| Always-on · organic | ||||||||||||
| Production | ||||||||||||
| Sprints & QBR | ||||||||||||
| AI enablement | ||||||||||||
Quarterly sprints
Each quarter opens with a focused sprint against one commercial problem, and closes with a business review where the next quarter's weighting is set on evidence.
Four shoots a year
Five to seven days each, local crews engaged from pre-production, feeding all three territories and 30 months of asset life.
Two industry workshops
Training Fiji's tourism businesses to use AI well, timed between tentpoles so the team has capacity.
Weight follows demand
Peak Australian and New Zealand booking windows carry Q1 and Q2; the North American honeymoon window carries Q4.
Dedicated FTE team, strong bench strength.
Where we work from
Sydney · Gold Coast · Los Angeles · São Paulo, with in-market representation in Australia and the United States. New Zealand is planned from Sydney, in the same time zone and an adjacent media market, with regular in-market time and direct TVNZ, Stuff and NZME relationships. Coverage spans all three markets' working days.
Pod and sprint model
One cross-functional pod services the account end to end. Each quarter runs as a focused sprint against one commercial problem, closing with an in-person quarterly business review at your head office where the next quarter's weighting is set on evidence. All work lives in a shared monday.com environment you can see into at any time.
Onboarding
Cooper and his family relocate to Fiji for a six-week block at commencement - a full in-person immersion across stakeholders, cultural protocol, operators and regional directors, through to initial campaign roll-out. Escalation runs to Stacey 9–9 weekdays, and to Cooper 24/7.
Declared interests
Talk markets Fijian tourism businesses today, including Raffe Hotels' Plantation Island Resort and Fiji Gateway Hotel. We disclose this openly and manage it formally: separate account teams, no preferential placement of Raffe properties in Tourism Fiji activity, destination decisions made on destination merit and open to your audit.
The full collaboration scaffolding - every contact point, owner, format and frequency, from daily contact through to quarterly business reviews and the twice-yearly AI workshops - is set out in Appendix D.
Clear, dedicated team pricing structure.
All figures in FJD, exclusive of local taxes and subject to currency fluctuation.
| Media | Amount | Basis |
|---|---|---|
| Working media investment | FJ$5,500,000 | At cost, no margin |
| Media cost-recovery fee | FJ$110,000 | At cost + 2%. |
| Media budget and fee | FJ$5,610,000 |
| Creative & Digital | Amount | Basis |
|---|---|---|
| Creative - dedicated team fees | FJ$950,000 | Fixed annual, monthly milestones |
| Creative - third-party production allowance | FJ$300,000 | Cost + 3% |
| Digital - dedicated team fees | FJ$500,000 | Fixed annual, monthly milestones |
| Creative & digital total | FJ$1,750,000 | Creative FJ$1.25m + Digital FJ$500k, matching your budget lines |
| Four productions a year, five to seven days each, three-person crews plus local partners - approximately FJ$50,000 per shoot including travel and on-costs, leaving headroom within the allowance. | ||
How we invoice
| Fees | Monthly milestones, one month in advance |
| Commencement deposit | 5% of total contract agency fees, funding the six-week in-person onboarding, then credited back against monthly fees |
| Media | At cost. Supplier invoices held in a shared repository, open to your audit at any time |
| Production mark-up | 3%, disclosed, applied only to third-party production |
| Third-party costs | Disclosed and pre-approved, always. No undisclosed rebates or incentives from any media owner |
| Technology & platforms | Your platform licences (Zepic, Kentico, analytics) remain yours and are paid direct - we take no margin on tooling |
| Currency & tax | Stated currency, exclusive of local taxes; material FX movement reviewed annually |
Our commercial posture
Your brief reserves the right to benchmark independently, and we would encourage it. A boutique cost base with an AI-native production model benchmarks well against network rate cards, and the difference is budget that goes to work rather than overhead. We price to keep senior people on this account for the full term.
The bridge to your commercial growth goals.
Leads to operators and Fiji Airways - the path to 75,000
(all sources)
forecast
& content
& repeat
airline partner
target
Paid media is modelled bottom-up from the plan in Appendix B. Organic, CRM and partner contributions are modelled from your published baselines; we would replace these with your actual channel splits at Stage 2, which you have indicated will be shared with shortlisted agencies.
What we would be measured on
| Measure | Your target | Paid contribution | Our commitment |
|---|---|---|---|
| Visitor arrivals | 1.025m (FY26-27) | Demand-led | Quarterly contribution modelling |
| Website sessions & unique visitors | 20m · 14m unique | 3.38m paid sessions | Balance via SEO/GEO, CRM, partners |
| Leads to operators | 150k 275k | 15,132 forecast | Full bridge, reviewed quarterly |
| Database sign-ups | 150k 280k | 15,132 modelled | Consent-led growth, retention-measured |
| Familiarity & consideration | +3% per market, per year | 294m impressions | Brand tracking each half |
| Social following | 1.3m | Campaign-led | Retention over spikes |
| Stewardship measures | To be developed | - | Co-developed with community & government partners in year one |
The assumptions are deliberately visible, and every figure is re-forecast at each quarterly business review against actual performance.
Your globally networked, privately owned agency business partner.
Our mission
To leverage creativity and digital to help businesses, communities and individuals to grow.
Thank you for the opportunity to dive into your brand. We can’t wait to explore it more. Tourism Fiji sits where those three overlap: a business to grow, a community whose prosperity depends on that growth, and individual operators whose livelihoods sit underneath it.
Our values
Humble. Curious. Accountable. Generous with what we know. We hire for these values and review against them.
Selected clients
| Raffe Hotels & Resorts Plantation Island · Lomani · Fiji Gateway | City of Gold Coast Destination · civic |
| Destination Central Coast Destination · government | Husqvarna & GARDENA Global brand · AU + NZ |
| Pro-invest Group Hotel investment portfolio | Salter Brothers Hospitality 20 luxury properties |
| Accor Global hotel group | Dorsett Hotels Gold Coast · Melbourne |
| Grand Chancellor Hotels Multi-property hoteliers | National Media Live events |
A note from our founder
"We are a globally networked, privately owned agency business that has an average client and team tenure north of five years - far beyond the industry average. We are deeply committed to the prosperity of the communities we operate in, and align strongly with Fiji's core vuvale principles."
Cooper Jitts, Founder and Principal
Five case studies, each aligning to a mechanism outlined in your brief.
Melissa Tan
Lee Pearce, Group CEO
Caleb Morris
Each case study runs in full over its own page, with named referees and their direct contact details, at the reference shown against each row.
We would be proud to build the next stage of Fiji's growth with you.
Vinaka vaka levu for your time in reviewing our approach to your business. We are excited to engage further, in order to develop the next leg of growth for Fiji.
Talk
Cooper Jitts, Founder & Principal · Stacey O'Neill, Account Director · and the whole Talk team
Sydney · Gold Coast · Los Angeles · São Paulo · talkagency.com
Vinaka vakalevu.
Appendix
Five case studies in full, each proving a mechanism this account needs.
Destination · civic capability · distributing marketing capability to local operators through council
Destination · government-funded · full-funnel regional campaign with operator co-op
Agency of record for Fijian resort brands, live today
Global brand · seven years · one voice through 145 local dealer sites
Premium hospitality · scaling a portfolio from 2 hotels to 20
How to read these
Your brief asks for measurable commercial outcomes, destination and hospitality experience, integrated creative/media/digital delivery, and evidence of long-term brand building. Each case study leads with the mechanism it proves.
A note on our numbers
Every figure here is drawn from platform-verified reporting. Where a result is modelled, for example hotel revenue attributed from traffic delivered to a third-party booking engine, we label it as modelled rather than presenting it as booked revenue. Your brief asks for clearer attribution modelling, and we apply that discipline here.
City of Gold Coast - building operator capability across a destination.
The mechanism this proves
A destination organisation cannot grow visitation on its own advertising alone; its operators have to be able to market themselves. We designed and ran a multi-year digital growth programme through council to lift the capability of local tourism businesses. It is the same model we propose for Fiji's tourism industry through our AI enablement workshops.
What we did
The Digital Growth Program - known in market as The Deep Dive - ran in successive cohorts from 2021. Each round took a group of Gold Coast tourism operators through a structured programme of diagnosis, training and hands-on implementation across their digital marketing: web presence, search, paid media, content and measurement.
We built the curriculum, delivered the sessions, worked one-to-one inside each business, and reported outcomes back to the Office of the Chief Executive Officer at the end of each cohort, including an ROI methodology developed with council to quantify economic benefit to the region.
Why it is relevant to Tourism Fiji
Fiji's tourism economy is overwhelmingly made up of small and medium operators. Lifting their capability lifts yield, dispersal and quality of experience, outcomes your brief names directly. We have done exactly that inside a government structure, with public accountability attached.
Office of the Chief Executive Officer, City of Gold Coast
0407 775 018 · MTAN@goldcoast.qld.gov.au
Destination Central Coast - a full-funnel regional campaign inside public funding.
The mechanism this proves
Building visitation demand inside public funding, board oversight and a community of operators who all want their share of the campaign - the exact operating reality of a national tourism organisation.
What we did
Love Central Coast ran as a regional destination campaign across nature, food and beverage verticals, delivering at the top, middle and bottom of the funnel simultaneously - brand reach to build consideration, mid-funnel content to build preference, and conversion activity driving enquiry to individual operators.
Alongside the destination brand creative, we produced individual operator creative and ran a co-operative programme so local businesses could activate under the regional umbrella - the mechanic that turns a destination budget into operator revenue.
A separate visiting-friends-and-relatives campaign tested lead capture mechanics directly against landing-page conversion. Native lead forms delivered leads at $2.65 against $60–100+ through conventional landing pages - a finding we would test early in Fiji, where VFR is a named segment.
Why it is relevant to Tourism Fiji
Same structure, larger scale: a destination brand, a community of operators who need the demand to reach them, and a public funder who needs the numbers to hold up.
Raffe Hotels and Resorts - marketing Fiji every week
The mechanism this proves
Direct, current, commercial experience selling Fiji into Fiji's own source markets - with the seasons, booking windows, transit patterns and operator economics already understood rather than researched.
What we do
Talk is marketing agency of record for some of Fiji's most treasured resort brands, including Plantation Island Resort, Lomani Island Resort and Spa and Fiji Gateway Hotel. Scope spans brand awareness, engagement and conversion through social, paid media, web optimisation, CRM, SEO/GEO and creative strategy.
For Fiji Gateway we deliver transient demand for a key transit hotel, matched deliberately to peaks and troughs in market movement - a different commercial problem to resort demand, in the same market, run by the same team.
We plan content against Tourism Fiji's own trade calendar, and Tourism Fiji has reshared our work. We are currently building Plantation Island's new website.
The relationship has taken us to the islands repeatedly, with multiple weeks on island across these properties over the life of the account.
Declared interest
This is a live commercial relationship with a Fijian tourism operator. We disclose it openly, and set out our management protocol on page 15 of the main response.
Raffe Hotels and Resorts, Fiji
+679 772 6437 · ceo@raffehotels.com
Husqvarna - one global brand voice, executed through 120 local sites, for seven years.
The mechanism this proves
A global brand with strict guidelines, activated through a network of independent local operators, each needing demand delivered to their own door - structurally identical to Tourism Fiji HQ working through regional teams, trade partners and individual operators.
What we do
Digital agency of record across Australia and New Zealand for seven years. Scope covers creative, campaign production, media buying and optimisation, web development, and roll-out across a network of 120 sites.
As the sixth oldest brand in the world, the Husqvarna group holds a detailed approach to brand representation in market. Long tenure on that kind of account is itself the evidence: guidelines respected, local nuance served, and performance improved year on year without brand drift.
Local demand, measured properly. The measure that matters is customers reaching dealers, and dealer-locator engagement grew 41.5% year on year at a cost per located dealer well inside target.
A market turned around. In New Zealand, restructuring search and shopping took return on ad spend from 0.24x to 1.07x, while dealer-location events grew from 273 to over 15,000 and cost per event fell from NZ$12.41 to NZ$0.26.
Why it is relevant to Tourism Fiji
Brand consistency and local conversion can work together when the system is built well. That is the same job across your markets and operators.
Pro-invest Group - from two hotels to twenty, and 250 keys to over 5,000.
The mechanism this proves
Running one coherent digital programme across a large portfolio of individually-branded properties, reporting to an investment-grade board - the multi-property, multi-brand coordination challenge Tourism Fiji faces across its operator base.
What we did
We partnered with a leading hotel investor to scale their business from two hotels and 250 keys to 20 hotels and over 5,000 keys in five years, across Australia and New Zealand. Scope included web, conversion rate optimisation, SEO, social, creative and media.
The portfolio spans Holiday Inn Express, Hotel Indigo, Kimpton, voco and Sage - each with its own brand standards, audience and commercial model, all served from one programme and one reporting line.
Efficiency compounding at portfolio scale: group cost per conversion improved 6.1% month on month while conversions grew 3.4% on reduced spend.
Having recently exited the portfolio, Pro-invest invited Talk to pitch for, and we were successful in securing, the establishment, roll out and scale out of their new co-living brand, ZENU.
Honest attribution
Because most bookings complete on a third-party brand platform, several property-level returns are modelled from traffic delivered rather than booked directly. We report them as modelled. It is the same discipline your brief asks for.
Pro-invest Group
0405 572 769 · caleb.morris@proinvestgroup.com
The media plan in summary.
By market
Australia FJ$2,200,611 (40%)
New Zealand FJ$934,588 (17%)
United States FJ$1,814,802 (33%)
Tactical flex FJ$550,000 (10%)
By layer
Always-on FJ$1.98m (36%)
Tentpole campaigns FJ$2.97m (54%)
Tactical flex FJ$550,000 (10%)
By quarter
Q1 Plan Happy FJ$920,700
Q2 Chase the Sun FJ$801,900
Q3 Live Loloma FJ$683,100
Q4 Vanua and Vows FJ$564,300
Forecast outcomes
187,892,794 impressions
2,161,717 paid sessions
15,132 leads to operators
15,132 database sign-ups, both paid-attributable
How to read the plan
Media is planned on a hub-and-spoke model. Each market - Australia, New Zealand and the United States - carries local nuance, so each is planned with that nuance in mind, including local in-market representation in Los Angeles and Australia. That local planning then feeds a central repository for planning, control and delivery. Defined market budgets are pulled into quarterly campaign cycles, so it is always clear what is moving in each market, in each quarter, and why.
Key assumptions
Benchmarks are drawn from Talk's own campaign history across comparable destination, hospitality and premium-brand accounts, adjusted for market and season. Conversion rates are applied conservatively and are re-forecast at each quarterly business review against actual delivery.
What the flex pool is for
Ten percent is deliberately unallocated: airline capacity changes, competitor moves, disruption recovery, and opportunities that cannot be named twelve months out. Held centrally, released by agreement, reported transparently.
Scope for the plan
This is paid media only. It does not include organic search, owned content, CRM, earned media or partner and co-operative contribution, all of which carry material load toward your targets and are resourced elsewhere in our proposal. The full bridge is on page 17 of the main response.
Segment detail - insight, targeting, messaging and conversion pathway.
| Segment | Segment insight | Audience targeting approach | Content & messaging strategy | Conversion pathway |
|---|---|---|---|---|
| High-value experiential | Have done the resort and believe they have "done Fiji". The interior is unknown to them. | Past long-haul bookers, cultural and food interest layers, lookalikes from high-value site behaviour | Documentary proof of a country beyond the pool. Never "escape" - always "there is more here than you saw" | 1Documentary series 2beyond-the-resort hub 3operator itineraries. Measured to qualified lead, not click |
| Families & multi-gen | Parents buy ease and safety; what they remember is their children being welcomed into other families | School-holiday windows by state and region, household composition, returning-visitor lists | The circle takes children in. Value framed as time together, not price per night | 1Return-stories 2family planning tools 3resort and airline co-op in the booking window |
| Luxury & premium couples | Tired of interchangeable luxury; belonging and meaning are the scarce goods | Advisor and trade channel, high-intent search, premium publisher and CTV environments | Depth of time as the luxury. What this land has seen, and that you are invited into it | 1Cinematic film 2advisor toolkit 3high-yield direct and agent booking |
| Weddings & honeymoon | Choosing a place to marry into rather than a venue to hire. 10–14 month booking lead time | Engagement-signal targeting, bridal and planning search, advisor channel, 12-month lead nurture | Marry into the circle - the village hosts, not the venue | 1Real-wedding stories 2planning concierge journey 3venue and operator leads |
| Adventure & nature-led | Wants to take part rather than watch, and will pay for access to real work | Activity and conservation interest layers, specialist publishers, search on dive/hike/marine intent | Caretaking you can join; stewardship as experience, never as obligation | 1Participation stories 2experience marketplace 3operator booking |
| Marine - dive, cruise, superyacht | A specialist, community-driven audience | Dive certification and charter audiences, trade shows, specialist media and clubs | Technical credibility first, romance second | 1Specialist content + trade partnerships 2charter and dive-operator enquiry |
| MICE & business events | Planners are judged on how a place made delegates feel | Planner and bureau databases, corporate travel decision-makers, LinkedIn and trade press | An incentive that changes people, not just a venue that holds them | 1Corporate & Business Events site uplift 2planner toolkit 3bureau pipeline |
| VFR | Fijian diaspora recommendations carry more weight than any campaign | Community and diaspora targeting, earned and community channels, minimal paid weight | Come home, and bring them with you | Community amplification, native lead capture (proven at $2.65 CPL on comparable work) |
Priority weighting follows your brief: Australian high-value experiential, families and multi-generational, luxury and premium couples, weddings and honeymoon, MICE, adventure and nature-led, and marine, with VFR at lower priority. Segment budgets sit inside the quarterly campaigns rather than as standing allocations, so weight follows demand and season rather than an annual split fixed in advance.
Key contact points and ownership channels.
| Collaboration point | Owner at Talk | Format | Frequency |
|---|---|---|---|
| Onboarding | Cooper Jitts | Six-week in-person onboarding deep-dive immersion. Cooper and his family relocate to Fiji for a six-week block to facilitate clear, ordered and high-value onboarding for all stakeholders, through to initial campaign roll-outs. | One-off, at commencement |
| Operating system | Account Management, AU + US | Shared monday.com environment - live work, budgets and approvals, visible to you at all times | Always on |
| WIP | Account Management, AU + US | Virtual WIP call via Google Meet or equivalent, with a separate break-out for the US market. Exploring co-location in the Los Angeles market. | Weekly |
| End of month | All account management, Stacey O'Neill + specialists as needed | Virtual end-of-month call: reporting, insights and recommendations, plus a regular share of creative inspiration, trends and industry intelligence | Monthly |
| Quarterly business review | All account management, Stacey O'Neill and Cooper Jitts or Sammy Brickwood + specialists as needed | In-person quarterly business review at your head office | Quarterly |
| AI deep dive (CTRL) | Erika Strathie + Kate Asimus | In-person workshops with key stakeholders, both across your tourism industry and within your internal team | Twice yearly |
| Production | Producer + Matt Ryan or Alex Uy + crew to suit the brief | Targeting five to seven day shoots, with local production partners engaged from pre-production | 4 × year |
| Daily point of contact | Account Management, AU + US | All required daily communications | Always on |
| Escalation - priority two | Stacey O'Neill | Non-urgent matters | 9–9, Monday to Friday |
| Escalation - priority one | Cooper Jitts | Urgent and critical matters | 24/7 |
In-market presence
Local, in-market representation in the United States (Los Angeles based) and Australia, feeding a central repository for planning, control and delivery. We brief and coordinate with your regional directors and in-market PR agencies so brand Fiji speaks with one voice.
Visibility by default
You hold logins to our monday.com environment: live work, live budgets, live approvals.
Continuity
Named backfills sit behind every critical role: Sammy Brickwood behind Cooper, Kate Asimus behind Stacey, with the wider Talk bench behind each practice.
One idea per territory, cut for every channel it has to live in.
Every territory ships as a system rather than a film with resizes. The media plan already carries these lines by channel and market; this page shows what each becomes where, and how the three stay visibly distinct in a feed.
| Channel | Proven Happiness | Brought Into the Circle | We the Caretakers |
|---|---|---|---|
| Hero film | 90-second fixed-camera films; long takes, no cast, no scripts | Host-perspective reunion film; the ninth return, told by the hosts | Three-generation continuous-shot film; the land narrates |
| BVOD / CTV | 30s and 15s cutdowns; the witness grammar holds at every length | 30s welcome-back spots through peak season | 60s and 30s in premium placements |
| Social video | 6-second unstaged-moment bumpers; Reels and Shorts from the evidence series; creator Spark Ads | Reunion Stories; "they remember you" Reels to past visitors | Generational cutdowns with the patient pacing kept |
| Social static | The 12-image verified evidence series with timestamp captions | Village-specific reunion carousels; hosts named with permission | Land-as-subject imagery; people small in frame |
| OOH / DOOH | Full-bleed graded stills with timestamp captions; cold-snap triggered | Reunion imagery through the C3 window | Dusk grammar on premium corridors in C4 |
| CRM | Evidence series feeds always-on nurture | The CRM engine: story series, welcome-back journeys, database growth | Honeymoon and premium itinerary nurture |
| Landing pages | The beyond-the-resort hub for experiential intent | Family and reunion journeys for demand capture | Weddings, honeymoon and luxury pages |
| Co-op & trade | Operator itineraries under the evidence banner | Resort and airline deal units | Advisor and trade toolkits; premium itineraries |
The one deliberate overlap resolves here too: We the Caretakers holds the meaning of marrying into Fiji, and Brought Into the Circle carries the welcome and the conversion.
Talk × Tourism Fiji
Vinaka.
Thank you for your time in reviewing our approach. We would be proud to build the next stage of Fiji’s growth with you.