Sitting in a R44 helicopter at 3000ft with the doors removed somewhere over the Fijian Yasawa islands, waiting for the newly branded A330 to appear from some where over my left shoulder at about 400 knots, I thought...."I love my job!"....Some background.....
Air Pacific was struggling to be recognized as the national airline of the Fiji Islands in the heart of the South Pacific. In fierce competition with other Pacific carriers, the airline reported a loss of FJ$91.8 million in 2009-2010. The brief was to rebrand a struggling airline with a regional remit and name and return it to the people of Fiji. FutureBrand created a symbol and livery that would stand out at some of the world’s busiest international airports. Mark Chew was engaged to create the photographic elements that went into the new brand identity. This included creating a suite of imagery from around Fiji show casing the unique environment and the people who live there. In addition the new A330 planes were photographed both on the ground and in the air along with the cabin interiors with staff and livery. A key success measure was increased awareness of the name ‘Fiji Airways’ emerging markets and greater alignment with the destination. Searches for ‘Fiji Airways’ in key markets increased 235% with an overall 20% increase in airline search volume reported in the month following the rebrand.
